In conversation at the #ZulaSummit Tuesday, Gary Vaynerchuk said something simple that seems obvious -- something to the effect of “The Audience is always right.”
The context of his remark included some examples of recency and popularity combined. For example, while you may not agree that the Kardashians are interesting, you probably can concede that they manage to get attention.
A better example is the recent conversation on the success of Taylor Swift's new album 1989, and the corresponding observations about her personal brand# equity, with related business moves like deciding to pull her music from Spotify, which made news outlet compete with each other to cover# along with sales to the tune of 1.287 million in week one#.
The news value generated through attention expires fast, which is why when the point of it is to get attention, brands run the risk of being on this threadmill that needs to increase its speed constantly to just stay in place.
What is different between the two examples of audience is always right is that in the first case, style is a moving target -- it needs to be constantly updated to just keep up. In the second case, you have music, the product, as part of the mix -- and that generates emotions and shared moments along with its consumption.
It is those personal and shared moments and emotions, discussions with friends, that fuel our basic social needs to feel and connect to endure -- experiences don't expire. In fact, they even get better with time as an agent.
Swift leans into this desire by actively engaging with the conversation and her fans on Twitter, Instagram, and bringing it back onto her site for anyone to experience.
This is a both a classic example of hub and spokes social engagement model -- putting assets out into social networks, distributing conversation as appropriate, then bringing back to her .com hub the best and curating it for her fans -- and a lesson in achieving scale by leveraging the long tail of content through social proof.
Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.