Via Twitter, a former TV newsman sent me a link, asking if I had seen it. The link showed a TV reporter at a door asking for comment for a story. The man’s answer on the other side of the door included an F bomb. That was only the beginning.
The man left the building and confronted the TV crew. The F bombs continued to flow along with other words that turned this into an episode better suited for HBO. He placed his hand up to cover the camera’s lens. And he threatened to make the experience more than a verbal lashing. Someone behind the camera said he assumed this man wasn’t from public relations.
I’m a big advocate of compelling video. I also believe in making a name for yourself by providing interesting content. The video provided raw emotion and an example of one of the worst ways of handling the media. Should I post a link to the video on my social media accounts?
Bad words don’t usually offend me unless they are directed toward me in anger. People curse in public (which I’m against). Others I just met often aren’t afraid to get foul even though we don’t know each other well. And social media is full of people who don’t seem to care their bad words are forever in writing.
Post the link would be the edgy thing to do. It would be taking a risk. People might retweet it over and over, leading to more eyes on my services. I could post the link with a warning.
On the other hand, people who might not be as outspoken appreciate an effort to keep our language clean. The video might turn away as many as it might intrigue. And would the video serve as a first impression for those just getting to know me?
In the end, my answer boiled down to branding. Posting the video might offer some pluses, but my brand is not linking myself to content that requires 20,000 bleeps. In the future, I can still achieve edginess and take risks without my content blurting out every nasty word known to man and woman. In fact, I often find clever content more impressive than social media that tries too hard to shock.
Businesses should always consider their brand when choosing content. The case might not involve cursing. It might simply be a matter of quality. For example, if you’re a prestigious doctor with a sleek office and reputation, should the video describing your services appear to be shot by your uncle? Do you really want to comment on that certain political debate? If your brand is sophisticated, is cheesy humor just going to be a joke on you?
If Apple equals innovation and Volvo equals safety, what is your brand all about? And how best to represent that brand? I decided not to represent The Flip Side with some fouled-mouth guy flipping people off.
What would you have done with the video? What similar situations have you faced in your industry?
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