I’ve been on the road lately, so I fell behind in my “Mad Men”. But I had to pause the TiVO when I heard Don Draper say, in last week’s episode:
“If you don’t like what is being said, change the conversation.”
That’s the most basic tenet of social media: change the conversation. You’re going to be talked about anyways, but if you’re involved, you can shape and shift the conversation around you. Instead of seeing change as bad, Don Draper goes on to explain, we need to greet it with joy and hope. In 1963, this means a lot of PR and working with journalism; in 2009, it would probably mean setting up an entire campaign on the theme of “Madison Square Garden: Shining Beacon To The World” and rolling out all the digital media buys and social media work to go with it.
Also, since I coined the phrase “response opportunity” as part of my “change the conversation” presentation to a client months ago, does that make me the Don Draper of my own small boutique agency employer? (Only, y’know, with less infidelity & stuff).
