Social Dreaming – Lessons Learned from MLK
Social Dreaming – Lessons Learned from MLK
In perhaps his most famous speech, Martin Luther King told the world about his dream. Today, as the nation recognizes his contribution to society, civil rights and the ability to overcome obstacles large and small, it is only fitting that we reflect upon the many lessons to be learned from this chapter of history.
The Social Aspect of a (Big) Dream
Technology has changed since MLK walked the earth but like the old adage, the more things change the more they stay the same. It is no coincidence the civil rights movement was born in an era of vast proliferation of the television set. Once considered a luxury item, the television was in the process of going “mainstream”. This allowed MLK and his followers to reach people in every part of the nation much faster than ever before in history. In much the same way, social media marketing is now being used as a cornerstone of political campaigns, charity events and rights advocates of all types.
Faster than the Speed of Sound
Unlike movements of the past, social media agencies must learn to move faster than the speed of sound. Once released, the proliferation of any given message is able to transcend the barrier of geography, time and even language as it takes on a unique life of its own. They key ingredient of a solid social media message is that each listener adopts it as their own – it resonates with the person at an emotional and mental level. The same is attainable – albeit faster than ever – via social media messages.
Marketing with Meaning
Small business owners are increasingly under pressure to provide meaning AND marketing. Failure to take the social impact of a marketing message can quickly backfire; for instance, take the recent social media nightmare Loews Hotels has encountered. Known for their pet friendly resorts, the decision to revoke the TNR program and actually sentence the animals to death resulted in a publicity backlash from their most loyal customers. On the other hand, business owners both large and small are increasingly combining the power of social media marketing with good works ranging from charitable events to sponsored messages to gain influence, valuable goodwill and increase the win-win for both sides.
Research has repeatedly demonstrated the resolution of consumers to do business with socially responsible business owners; perhaps no place is that potential as clearly demonstrated as in the social media marketing sphere. Dare to dream big – and team up with a cause near and dear to your heart to create a winning social media marketing campaign capable of being the change you want to see in the world.
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