Monday, 14 July 2014

In This Socially-Enabled Age Everyone Will Be World-Famous For 15 seconds

When the Pop Artist Andy Warhol said, “In the future everyone will be world-famous for 15 minutes” he surely hadn’t envisaged the impact of social media. In this socially-enabled age, 15 minutes of fame might be considered quite a lengthy career.

Take for example Axelle Despiegelaere, the 17-year-old Belgium football fan thrust into the media spotlight after an image of her image supporting her national team in the recent World Cup tournament in Brazil went viral, prompting L’Oreal to offer her a potentially lucrative modelling career.

No sooner had social media built her profile, it quickly destroyed it.

It appears having great hair and a winning smile isn’t enough to cut it in the beauty industry these days. You’ve got to have a back story that compliments your brand sponsor’s ethical positioning. This can prove problematic for a teenager, who was essentially plucked from obscurity by a keen-eyed photographer with a long lens at a sporting event.

Axelle’s passion for big game hunting may have been at odds with L’Oreal’s policies for the ethical treatment of animals and been responsible for cutting her modelling career with the brand short (and I’ll leave it to the comments section of this blog to argue the rights and wrongs of this issue) but in my mind, as a social media marketer, it highlights an even bigger issue: As individuals, do we need to be more careful about what we share on social media?

Thanks to social media, what happens in Vegas (or Africa in this case), no longer stays in Vegas. That harmless thing that took two seconds to post to Twitter, Facebook or Instagram could come back and haunt you and the higher your profile, the more damaging the potential impact.

Has social media ever bitten you back? Share your comments below: 


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