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Lessons from Lexus’ “offensive” tweet about introverts

A recent tweet from the Lexus marketing department sent some tweeps into an fury. There is value in being offensive AND in being offended – let us examine both.

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Lexus stepped in it on Twitter

Want attention? Be offensive. Or perhaps even easier, be offended. Pick a fight. It works better than anything else.

Remember when you were in high school and a fight broke out in the hallway? What did you do? Two things:

1- You ran as quickly as possible to watch (unless you were the one rule follower who found the nearest teacher and ruined it for the rest of us).
2- You gossiped about it for the rest of the day.

Drama, drama, drama

We love drama. We are drawn to it. We can’t stop talking about it. Want proof? Ask yourself how in the world more than eight people watch the Kardashians or Jersey Shore or whatever is stupid and yet popular right now.

This attraction isn’t new, but there is something distinctly different about how it draws our attention today – the amount of information available to consume. In 2008, people consumed three times as much information as people in 1968. And that was five years ago (or 25 years in internet time)! I don’t know about you, but the difference in my consumption rate from 2008 to today is like the difference between me having wine with dinner and going on a frat party beer bender.

What you must know when picking a fight:

The consequences matter to us as individuals and even more to those of us whose job it is to get people to pay attention to particular things- brands, people, ideas. Here’s what you need to know when you approach this:

The more information we consume, the harder it is to get and keep our attention. Enter the value of offense. Want to get people’s attention? Offend someone. Unfortunately, we have very little control over the random nature of what will actually offend the right person to gain the traction being sought. Plus- despite the mantra of ‘all attention is good attention’- sometimes that just isn’t true. The more direct route? Be offended- as Susan Cain so effectively did toward Lexus, causing this huge uproar in the first place.

This works today more than ever because we have become suckers of irrelevancy. This isn’t just my opinion. This is according to science (Stanford Professor, Clifford Nass to be precise). The more information we consume, the less time we have to process it, to think about it, to analyze it. The result? We end up talking about random crap that doesn’t matter, and ignoring stuff that really does.

The good news for you who want to pursue the ‘be offended’ route to getting the attention of the masses- it’s really easy to do in a world that only has 140 characters. Tell me if you are offended by the following paragraph:

Some people are prone to speak less, to be less likely to exhibit risky behavior, to be the center of attention. This is perfectly okay. However, what if you want to change that? You might want to step out of your comfort zone. You want to get noticed. One way to accomplish this is to buy a flashy car. That would get you noticed. That would make you stand out… of course, only when you want to, because it’s okay for you to be more reserved.

That took a lot of words, but I’m confident I found a way to speak about introverts making a choice to demonstrate extroverted behavior without offending anyone.

On Twitter, here’s how that could translate. “Introverted? That can be changed.”

Now, we are offended

The reality is that words are merely symbols used to communicate ideas. Words like ‘introvert’ have many layers of meaning. Lexus probably meant it as ‘someone who tends to be quiet, to not stand out.’ Susan Cain made it about 50 percent of the population’s core identity. Lexus has since responded, saying “Introverts, Extroverts, we LOVE you all!!!” but most will only remember the initial tweet, innocent or not.

Sidebar: Does anyone else find it completely hilarious that people are threatening to not buy the most well respected car on the market because of a tweet one person in the marketing department sent? Personally, my car buying choice is going to be based on the issues that actually matter – like whether the car has air conditioned seats.

Being offended by this statement is ridiculous, but it’s the world we live in. When you’ve got 140 characters, its easy to turn a phrase into something offensive. And it’s the easiest way to rise above the noise. So here’s to being offended.

Curt Steinhorst loves attention. More specifically, he loves understanding attention. How it works. Why it matters. How to get it. As someone who personally deals with ADD, he overcame the unique distractions that today’s technology creates to start a Communications Consultancy, The Promentum Group, and Speakers Bureau, Promentum Speakers, both of which he runs today. Curt’s expertise and communication style has led to more than 75 speaking engagements in the last year to organizations such as GM, Raytheon, Naval Academy, Cadillac, and World Presidents’ Organization.

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3 Comments

3 Comments

  1. Chris Johnson

    September 24, 2013 at 2:27 pm

    Also, people that are offended are not likely to be able to be customers of Lexus.

  2. rolandestrada

    September 24, 2013 at 4:21 pm

    This just goes to show that we have become a nation of whiny little wimps. Anyone that was offended by that tweet is a loser. How’s that for for offending people.

  3. Pingback: Turns out a lot of people are in between introverted and extroverted - The American Genius

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Instagram makes IGTV videos more accessible with automatic closed captions

(SOCIAL MEDIA) This new feature for Instagram opens avenues for viewers who don’t or can’t use audio on IGTV videos, creating more accessibility for all.

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Instagram live being recorded will now feature auto captions.

In an effort to expand accessibility efforts, IGTV videos on Instagram will now include an auto captions option. While its parent company, Facebook, has included auto captions on uploaded videos since 2017, this new-for-Instagram feature is expected to widen audience viewership and increase potential viewing by those who prefer watching sans-audio.

In a statement by Facebook, the company states: “While there is no shortage of information, not everyone can access it. It needs to be available to the hundreds of millions of people in the world who are deaf or hard of hearing. According to the World Health Organization, over 5% of the world’s population – or 466 million people – have disabling hearing loss, and that is projected to increase to over 900 million by 2050.”

Current events have made the need for auto captions even more critical for inclusion. “The rapid spread of the COVID-19 pandemic caused a spike in both the supply and demand of public health information. Several local and state governments, that were accustomed to holding live press conferences but didn’t have the resources, staff or technology to record, stream, and caption their live events, turned to Facebook Live. Several governments also discovered that video captioning was not just a nice-to-have, but imperative, especially in the absence of available sign language interpreters,” states the company.

Currently, Facebook provides auto captions for videos in 16 languages and has announced that Instagram’s IGTV will have access to the same features. The caption accuracy is determined by the video’s audio quality, although AI technology is constantly improving in both precision and speed.

Additionally, branded content ads are likely to see an increase in consumer interaction. Recently published data by Facebook shows ads visually designed for watching with the sound off have 48% more relevance to viewers and a 42% higher purchase intent. As auto captions normalize across social media, users can expect ad content to utilize this feature to the fullest.

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New tool organizes your Reddit feed (and makes it actually usable)

(Social Media) Reddit’s UI hasn’t always been super intuitive. ‘Deck for Reddit’ organizes your feed into themed columns, making it way more user-friendly.

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Deck for Reddit on display on laptop on desk.

Love it or hate it, the mass collection of forums on Reddit have some form of content for everyone. The simple UX design places content straight down the middle of the screen and the infinite scrolling feature allows you to view a limitless amount of content from cute puppy images to cringe-worthy videos. However, its simplicity isn’t very practical, and is something that I think should be voted down.

Yes, Reddit has come a long way from its previous text-heavy form, but there is still a lot to improve on. Charles Yang, a frustrated Reddit user, has created a web app that could change all that: Deck for Reddit, a desktop optimized, alternative way to browse your favorite forums.

“I built it to show as much content as possible at a glance, while respecting your screen real-estate,” writes Yang.

Currently, the web app is in open beta. With a very similar experience to Tweetdeck, this Reddit tool seems to hold some promise.

On the far left side of the website, there is a list of icons with all the subreddits you’ve subscribed to. Clicking on an icon will take you directly to that subreddit column. This is very convenient for users with a bunch of subscriptions. Additionally, by making several subreddits visible on the screen all at once, Yang succeeds in his goal of taking advantage of the vast empty white space that Reddit failed to use.

From this display, you can click on a post, and it instantly expands to show all the comments. Hit the back button, and the post collapses. Now, you are back to seeing all the posts related to that subreddit. And at the top of each subreddit, you can easily sort the content by what’s new, popular, and trendy. Engagement has never felt easier.

Along with everything else, this extension also adds another great feature in setting customizations. The theme can be switched from light to dark mode. Fonts, text size, and even the shape of the subreddit icons can all be adjusted. Preferences can be changed to hide viewed submissions and reduce animation motion. And if you’re slacking off at work or want to chill, you can set it to hide NSFW content.

Overall, Deck for Reddit makes the user experience smooth sailing, and it truly makes Reddit the “front page of the internet.”

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Instagram now lets you create and share fundraisers

(SOCIAL MEDIA) If you’ve been wanting to start a fundraiser for something you care about, Instagram’s new feature lets you do just that. Go check it out!

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Instagram Fundraiser

Instagram announced last week that it has launched a test for a Personal Fundraiser tool on its platform. The feature will allow users to start their own fundraiser if it complies with guidelines or choose an existing cause to support. The launch began in some US, UK, and Ireland markets and is available on Android and iOS.

In its announcement, the company confirmed that since January, more than $100 million has been raised for COVID-19 across Facebook and Instagram (also owned by Facebook), citing that donations on Instagram have doubled in the US in the past 30 days. The announcement said, “from people raising money to buy medical equipment for Black Lives Matter protesters, rebuilding Black-owned small businesses affected by COVID-19 and funding educational resources related to racial justice, people are eager to mobilize around causes they care about.”

Personal Fundraisers are short-term and meant to serve time-sensitive causes, with the initial duration lasting 30 days with the option to extend for an additional 30 days. Users must be 18 to create a fundraiser and have a designated bank account in which funds can be deposited. Donations will be processed through Facebook Pay, which also powers Instagram’s new shopping features. The platform covers fees for non-profits, but not for Personal Fundraisers. Donors can choose to keep their information hidden from the public, but organizers will be able to see user names and donation amounts.

To start a Personal Fundraiser, users with access to the feature can tap “Edit Profile”, “Add Fundraiser”, followed by “Raise Money”. They can then choose a photo, select the fundraiser category, and write out a story to encourage donations. When approved, users will be able to raise funds.

Instagram says it will expand the number of users who have access to this feature in the months ahead, as well as give users access to share fundraisers both in their Feed and within Stories. Fundraising features already offered by the company include Donation Stickers for Stories and a Live Donations feature for live streams.

This feature is similar to the fundraising feature already available on Facebook, Instagram’s parent company.

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