I once read a book on neuroplasticity called “The Brain That Changes Itself,” which was all about our brain’s amazing ability to, well, change itself. The title got me thinking about how stubborn and ingrown our beliefs have become—often to our detriment. If you’re looking for the link between me bragging about my reading list and the title of this post, then you’re about to get it: The marketing and business world suffers from a long-standing idea that social media is still a revolutionary idea when in fact, social media has been used in a business capacity for 13 years now. Even more impressively, social media has taken up permanent residence in our minds, changed the way we go about our days, and trained a whole generation to share personal things without reservation.
Travel back to the 2008 presidential election. The thought that probably pops in your head is “Yes We Can.” In a time of economic upheaval, rousing political debate, and emerging digital platforms, one thing became clear: The political landscape had shifted and popular culture and politics became more entwined than ever before. Social media was a major player in making this possible. In fact, some would even say that Barack Obama’s 2008 presidential victory couldn’t have happened without it. Through the advent of platforms like Facebook and Twitter, presidential candidates became more accessible to the population. Celebrities and the media began to influence the country’s opinion in a powerful way, and the masses could publicly voice their opinion beyond the ballot. Fast-forward seven years and none of this has changed, except now there is even more social ground to cover for presidential hopefuls. Let’s take a look at two potential candidates, Hillary Clinton and Donald Trump, in the very beginning stages of their campaigns and compare them by their social savvy.
You’ve seen it - the unresearched hashtag, the incendiary personal post accidentally published on the company account, and, let’s face it, just unforgivably bad writing. These seemingly innocent mistakes can be the difference between brand prestige and brand infamy.