Back when the primaries kicked off, the trolls found a common hero in Trump. Someone on the outside the norm of the establishment, someone not taken seriously. Someone himself a master at getting reactions from making a single statement. I mean, that's the whole purpose of trolling, isn't it? Get people defensive and engage them to react with real emotions and sincerity.
Unbox Therapy is a YouTube channel with 5.7 million subscribers -- centered around the "unboxing" of new gadgets while host Lew Hilsenteger provides honest feedback. As a fellow Canadian, and entrepreneur, I wanted to learn a little more about the business behind unboxing and being a YouTuber. So I asked him!
Late in 2015 a band called Disturbed released their dark cover of Simon & Garfunkel's Sound of Silence, the song quickly took hold of me and I couldn't get enough of this dark and well done cover of a classic song. Listening to the lyrics I chose to divide each section of the song to a different type of sadness to be found in abandoned houses.
Somebody at Coors Light had a horrible, no good, very bad day last week. Several people at Rethink, a well respected Vancouver advertising agency responsible for the #BraveTheCold campaign, also likely had a sleepless night trying to put the breaks on creative that was set to launch that week, after negative publicity threatened to take over. And that doesn't even credit the hundreds of thousands spent on scripting, casting, filming and editing in the first place that became unusable. Ouch.
Media managers are wondering what went wrong. They are asking why journalism doesn't pay any more. If the solutions are hard to discern, they have only to look at the technology they so eagerly embrace. It's the digital technology. It has spread throughout many industries including journalism, like a virus.
We set a dangerous precedent when we give tens of millions of views to videos so obviously phony as that one. We make it worse when we then invite the people who make them to go on TV and pretend they're somehow authentic. We wind up telling people that simply being a jerk is a viable talent to be paraded around.
It's time to be strategic and forget about the rest. I'm not necessarily advocating that you pick two platforms and dump the rest. But you could certainly focus 80 per cent of your effort on those two that are well aligned, and put the others you've established in maintenance mode -- updating basic info from time to time.