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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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Social Media

*New* TikTok Insights launch: Content creators finally get audience analytics

(SOCIAL MEDIA) The popular short-form app, TikTok, finally launches the anticipated Insights feature, where content creators can view target audience data.

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Two girls filming on TikTok.

Marketers searching for the zeitgeist which means TikTok scrollers pause to watch their content and then click through to buy a product have a new tool to help make that happen.

  • TikTok Insights offers marketers bite-size bits of user demographic information that will help build content that leads to sales.
  • With TikTok Insights you can learn more about your audience’s behavior, their interests, and their general sentiment toward brands.
  • TikTok Insights is free to use. Marketers can find TikTok user demographics by using filters to determine what they’re looking for.

The demographic info can be age-focused, focused on specific types of marketing, or even as specific as holiday or event marketing.

This is a step in the direction marketers have been asking for as they create content for the TikTok platform; however, creators looking for detailed analytics like they get from meta need to wait. Insights doesn’t offer that for now.

Like TikTok says in its own analytic information,

“While analytics are helpful in understanding the performance of your videos, you don’t need to create future videos based primarily around them. It’s best to consider the bigger picture, lean lightly on analytics, and use them as a source for insight rather than strategy.”

Marketers trying to key into reaching TikTok’s billion users worldwide are left, right now, searching for the magic that leads to consumers making the jump from the platform to using their purchasing power.

For marketers that means keeping things creative and collaborative, two key factors in TikTok’s success. And that success is huge. Users spend an average of 52 minutes on the platform when they log in and a staggering 90% of users say they log on every day.

TikTok Insights will help marketers find ways to connect, but the content TikTok is looking for is authentic.

And while entrepreneurs can bid for advertising like other social media platforms, they need to remember when planning that spend, that most TikTok marketing success stories are more accidental than planned. Have fun with that knowledge. Instead of pressure to create the perfect plan, TikTok Insights allows marketers to keep it creative and to find a way to tie it into what they enjoy about the platform.

Like all other social media marketing, focus on creating content that stops the consumer from their continual scroll. Make it a challenge and keep it real.

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Grindr got busted for selling users’ data locations to advertisers

(SOCIAL MEDIA) User data has been a hot topic in the tech world. It’s often shared haphazardly or not protected, and the app Grindr, follows suit.

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Grindr on phone in man's hands

If you’re like me, you probably get spam calls a lot. Information is no longer private in this day and age; companies will buy and sell whatever information they can get their hands on for a quick buck. Which is annoying, but not necessarily outright dangerous, right?

Wrong.

Grindr has admitted to selling their user’s data, however, they are specifically selling the location of their users without regard for liability concerns. Grindr, a gay hook-up app, is an app where a marginalized community is revealing their location to find a person to connect to. Sure, Grindr claims they have been doing this less and less since 2020, but the issue still remains: they have been selling the location of people who are in a marginalized community – a community that has faced a huge amount of oppression in the past and is still facing it to this day.

Who in their right mind thought this was okay? Grindr initially did so to create “real-time ad exchanges” for their users, to find places super close to their location. Which makes sense, sort of. The root of the issue is that the LGBTQAI+ community is a community at risk. How does Grindr know if all of their users are out? Do they know exactly who they’re selling this information to? How do they know that those who bought the information are going to use it properly?

They don’t have any way of knowing this and they put all of their users at risk by selling their location data. And the data is still commercially available! Historical data could still be obtained and the information was able to be purchased in 2017. Even if somebody stopped using Grindr in, say, 2019, the fact they used Grindr is still out there. And yeah, the data that’s been released has anonymized, Grindr claims, but it’s really easy to reverse that and pin a specific person to a specific location and time.

This is such a huge violation of privacy and it puts people in real, actual danger. It would be so easy for bigots to get that information and use it for something other than ads. It would be so easy for people to out others who aren’t ready to come out. It’s ridiculous and, yeah, Grindr claims they’re doing it less, but the knowledge of what they have done is still out there. There’s still that question of “what if they do it again” and, with how the world is right now, it’s really messed up and problematic.

If somebody is attacked because of the data that Grindr sold, is Grindr complicit in that hate crime, legally or otherwise?

So, moral of the story?

Yeah, selling data can get you a quick buck, but don’t do it.

You have no idea who you’re putting at risk by selling that data and, if people find out you’ve done it, chances are your customers (and employees) will lose trust in you and could potentially leave you to find something else. Don’t risk it!

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Social Media

BeReal: Youngsters are flocking in droves to this Instagram competitor app

(SOCIAL MEDIA) As Instagram loses steam due to its standards of “perfection posting,” users are drawn to a similar app with a different approach, BeReal.

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BeReal is one of several “Real” apps exploding in growth with young users who crave real connections with people they know in real life.

According to data.ai, BeReal ranks 4th by downloads in the US, the UK, and France for Q1 2022 to date, behind only Instagram, Snapchat, and Pinterest.

BeReal flies in the face of what social media has become. Instead of curated looks that focus on the beautiful parts of life, BeReal users showcase what they’re doing at the moment and share those real photos with their friends. Their real friends.

It’s real. And real is different for a generation of social media users who have been raised on influencers and filters.

As the app says when you go to its page:

Be Real.

Your Friends

for Real.

Every day at a different time, BeReal users are notified simultaneously to capture and share a Photo in 2 Minutes.

A new and unique way to discover who your friends really are in their daily life.

BeReal app

The app has seen monthly users increase by more than 315% according to Apptopia, which tracks and analyzes app performance.

“Push notifications are sent around the world simultaneously at different times each day,” the company said in a statement. “It’s a secret on how the time is chosen every day, it’s not random.”

The app allows no edits and no filters. They want users to show a “slice of their lives.”

Today’s social media users have seen their lives online inundated with ultra-curated social media. The pandemic led to more time spent online than ever. Social media became a way to escape. Reality was ugly. Social media was funny, pretty, and exciting.

And fake.

Enter BeReal where users are asked to share two moments of real life on a surprise schedule. New apps are fun often because they’re new. However, the huge growth in the use of BeReal by college-aged users points to something more than the new factor.

For the past several years, experts have warned that social media was dangerous to our mental health. The dopamine hits of likes and shares are based on photos and videos filled with second and third takes, lens changes, lighting improvements, and filters. Constant comparisons are the norm. And even though we know the world we present on our social pages isn’t exactly an honest portrayal of life, we can’t help but experience FOMO when we see our friends and followers and those we follow having the times of their lives, buying their new it thing, trying the new perfect product, playing in their Pinterest-worthy decorated spaces we wish we could have.

None of what we see is actually real on our apps. We delete our media that isn’t what we want to portray and try again from a different angle and shoot second and third and forth takes that make us look just a little better.

We spend hours flipping through videos on our For You walls and Instagram stories picked by algorithms that know us better than we know ourselves.

BeReal is the opposite of that. It’s simple, fast, and real. It’s community and fun, but it’s a moment instead of turning into the time-sink of our usual social media that, while fun, is also meant to ultimately sell stuff, including all our data.

It will be interesting to watch BeReal and see if it continues down its promised path and whether the growth continues. People are looking for something. Maybe reality is that answer.

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