January 15th – Today is the birth date of Martin Luther King, Jr. – maybe the greatest human being in my life time. Dr. King changed the world. For me, he made me question my beliefs and definition of “what is right” long after his death. His greatest legacy is the advancement of civil rights in the United States and around the world, adopting the nonviolent methods defined by Mahatma Gandhi.
I have been thinking about this article for some time and have been very anxious to get it from my head to blog. I want to talk about MLK and the relevance to “social” but at the same time, I would never want to trivialize his accomplishments, legacy, and gift to all mankind.
So before I do the expected social media tie in, here is my tribute to the great man – MLK:
(Credits: speech – Martin Luther King, Jr., August 28, 1963; music – Sufjan Stevens; images – various)
Still moving to watch– 35+ years after! A reported 250,000 people attended. They came from across the country. And if you think about the lack of communication technology and marketing tools they had then, it was an awesome result. King built a social movement and it went viral – still today. A social movement without social media. The outcome of emotional branding. Simon Sinek states “It was not just Martin Luther King’s unflappable conviction that was able to stir a population, but his ability to put his WHY into words.” The “why” draws an emotional tie between deliverer and recipient. (Highly recommended reading from Sinek – “When A Movement Moves.”)
The point is that when you can create some strong emotional reaction (rage, utter joy, etc.) and/or bond, you are more likely to grab your audience and spawn a call to action. This is traditional marketing principles. Understand sound marketing methodologies BEFORE you start social media endeavors. Can you strike an emotional chord with your audience? How are you going to do that? Answer these questions first. Then tackle social media.
Anything in the world is possible. Dream.
Make It Happen!