Biden Time

10 09 2012

Once upon a time, an audible faux pas left one vulnerable for a long time, to be mocked and mimicked relentlessly by late-night TV and stand-up comedians until everyone grew sick of the pun.

Not anymore. Today if you screw up, you just buy the word. Literally. Actually, “literally.”

Like how the Obama campaign just bought the word at Twitter. VP Joe Biden’s speech at the DNC the other night left people literally laughing out loud because of the Veep’s over-use of the word “literally.” The Twitterverse lit up with snide remarks, and #literally became a trending topic.

What else could Obama do but buy the word? Now if anyone searches on that word, they will be greeted with a promoted tweet in support of President Obama.

Smooth move there, Mr. President. Someone on your team was on their toes, and understands social media.

This is the kind of thinking it takes to survive in the oft-cutthroat world of Facebook and Twitter. You have to roll with the punches, and beat people at their own game. Had Lowe’s, Susan G. Komen and Chick-Fil-A used their noggins, they would have been busy buying up words…words that had turned against them.

Forget fighting fire with fire. Nope. Today we fight words with words. Sure, there is always the risk that someone can launch a new hashtag on Twitter, or craft another pithy graphic of Gene “Willy Wonka” Wilder (Oh, puh-leeeze!).

Today’s marketers who think like traditional marketers are in for a bruising. I recently intoned that brands are now conversations, not one-way communications. It makes no different whether you are selling candy or candidates, all are “products” in the broad sense. More importantly, those who choose to not engage in the conversation will have the story written for them by the audience.


Dr “And This Is Why We Hire Speech Writers” Gerlich




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