Social Media & Influencer Marketing

What We Can Learn from Kanye, Taylor and Beyonce

Today I spoke to a group of CIOs at a Technet event. As I was preparing for the speech and tailoring my presentation for the group, I really wanted to hit the message home that the days of control are behind us. Our job now as technologists and marketers is to enable the technology and leverage it to influence others. We can no longer control the conversation.

The photo from Jason Decrow of the Associated Press says it all. Kanye West lives in a world where he’s free to publicly state his opinion. Regardless of his rude timing and the pain it may have put on Taylor Swift… Kanye is doing what all of us are free to do nowadays. This is a lesson to all of us. We live in a world where any of us can jump on the stage and speak our mind. We all have a microphone (some of us have bigger crowds than others).

Whether it’s positive or negative, this is what companies fear the most about social media… the loss of control. The irony is that, instead of fearing it, they could be leveraging it. Beyoncé’s response to Kanye’s outburst was to give Taylor Swift the microphone during Beyoncé’s acceptance and allow her to finish her acceptance speech. Beyoncé allowing Taylor to use her time was incredibly gracious and no doubt Beyoncé will be remembered for her selflessness. While it probably wasn’t a premeditated public relations move, it was nevertheless brilliant.

Your business is going to run into a Kanye sooner or later. You can hide, not respond, or do something spectacular… utilize the opportunity to do something that makes you stand out. I don’t really remember what Kanye said, other than “Imma let you finish”. I don’t remember Taylor’s acceptance speech. I don’t even remember Taylor’s video. The lasting impression out of the entire episode, in my opinion, was Beyoncé’s response.

beyonce.png

Rather than being paralyzed with fear, companies should be looking at how they can enable and influence others through social media. Then again, perhaps it was just the dress. Full disclosure: I did think Beyoncé’s video should have received the award, too.

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Douglas Karr

Douglas Karr is a fractional Chief Marketing Officer specializing in SaaS and AI companies, where he helps scale marketing operations, drive demand generation, and implement AI-powered strategies. He is the founder and publisher of Martech Zone, a leading publication in marketing technology, and a trusted advisor to startups and enterprises alike. With a track record spanning more than $5 billion in MarTech acquisitions and investments, Douglas has led go-to-market strategy, brand positioning, and digital transformation initiatives for companies ranging from early-stage startups to global tech leaders like Dell, GoDaddy, Salesforce, Oracle, and Adobe. A published author of Corporate Blogging for Dummies and contributor to The Better Business Book, Douglas is also a recognized speaker, curriculum developer, and Forbes contributor. A U.S. Navy veteran, he combines strategic leadership with hands-on execution to help organizations achieve measurable growth.
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