Stop using rough celeb moments as brand social content

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@adamlevine via Instagram

· 3 min read

Never thought I’d write, “I may need to see the booty,” in a professional sense, but here we are. Thanks, Adam Levine—now I’ve gotta explain why no matter how tempted brands might be, it’s in bad taste to turn gross celebrity moments into social content.

Dirty pop, baby you can’t stop

His marooniest became the internet’s main character last week when a series of DMs leaked, allegedly showing Levine sending flirtatious messages to women who aren’t his wife. Between his major celebrity status and the ridiculousness of the messages, it became meme wildfire.

I’m not qualified to educate on pop culture (I still listen to emo music), so here’s a few sources on the backstory + the memes that emerged:

I’ll admit, I laughed at a few. And memes have even shown emotional value as a coping mechanism, so while I generally don’t meme these moments, if they give ya a laugh, you do you.

But I’m going back to the earlier bit. This Levine moment—or Will Smith slapping Chris Rock at the Oscars, or any down moment in someone’s personal life (celebrity or not)—is not a marketing opportunity for cheap internet points.

You’re associating your brand with…what?

Let’s go back to that Will Smith slap. The world watched as he slapped another human—in the—on live television.

Why on Earth would you ever want to tie your brand to a man who hits someone?

What does your brand stand for where that’s remotely appropriate?

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No, I’m not taking it too seriously. I promise you that someone’s gonna hop in your brand replies and say you’re supporting violence or adultery or whatever terrible act’s being memed. You’re probably just having good fun, making cheap lulz on the interwebz, but brands and companies are held to a different ethical standard than Twitter randos making memes. If a potential customer even sorta wonders if your brand supports a deplorable act, you’re way over the line.

Feel free to just sit this one out

Your brand doesn’t have to jump on every single thing that happens online. Your followers aren’t clamoring to see how your brand’s gonna get involved in the online discourse.

I saw a tweet from NBC Sports social media coordinator Ryan DeCosta that’s 10/10 on the subject:

“Being a social media manager isn’t always about what you post…it’s about what you choose NOT to post.”

If trends are important to you, choose literally any of the others. There are over 300 hours of video uploaded to YouTube every single minute—I’m quite positive you can find a trend far more reflective of your brand’s values.

So what’s the rule?

I like the way Jess Smith, head of digital and brand strategy at Stewart-Haas Racing, tweeted it. “Brands have no business making memes about people’s personal biz.”

Celebrities are real people. The people involved in these celebrities’ stories are real people. These moments have real consequences for their lives. There’s no reason for your brand to get involved in the discourse.

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