- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
6 Takeaways from Richard Sherman's Rant for Enterprising Brands to Emulate
Posted on January 25th 2014
For football fans, last Sunday’s NFC Championship Game between the San Francisco 49ers and the Seattle Seahawks had all the makings of an instant classic on the field.
Off the field, however, Seattle’s Richard Sherman provided enough post-game fireworks to make both die-hard Seahawks supporters and casual observers cringe.
If you haven’t seen the runaway winner in the category of “Most Dynamic Diatribe under 30 Seconds,” watch this:
While Sherman’s epic interview with Fox Sports sideline correspondent Erin Andrews drew criticism from the sports cognoscenti, the outspoken third-year cornerback provided some unique lessons for enterprising brands to emulate:
Seize the Moment
With a record national television audience looking on, Sherman stated that he was “the best corner in the game.” His frenzied, WWE-style delivery sent Twitter crazy and established Sherman as the go-to interview at the upcoming Super Bowl XLVIII Media Day – no small accomplishment for someone who plays a “non-glamour” position.
Believe in Yourself
While confidently declaring, “I am the best corner in the game,” among other things, Sherman unapologetically touted his strengths. If your product or service is good, don’t be ashamed to say so. Unlike Sherman, however, an adrenaline-fueled rant may not be the proper platform in which to define your positioning.
Although it may be considered “trash talking” or classless by some, Sherman’s official post-game interview (below) is a lesson in levity. His deadpan delivery and use of the word “mediocre” to describe his opponent, along with his characterization of “A-hole” fans is genuinely funny. It offers consumers a stark contrast to the raving maniac personality displayed immediately following the game:
Sherman is smart. He is an ambitious, high-achiever. A Stanford graduate and salutatorian of his high school graduating class, the 25-year-old Sherman is an NFL All-Pro cornerback, one of the top 22 players in his chosen profession.
He is also authentic and genuine. As evidenced by the YouTube clips, Sherman unashamedly speaks his mind. Much like his play on the field, he is fearless, a risk-taker. How many successful brands do you know with these traits?
Admit Your Mistakes
With the benefit of hindsight, Sherman apologized to Andrews, a veteran sports reporter who appears almost as shocked as the viewing audience during his celebrated outburst. Sherman also later apologized to his Seahawks team mates for being a distraction and diverting attention away from their victory.
It’s a simple lesson: learn from failure. When mistakes are made – own them. Consumers appreciate sincerity and are more willing to forgive brands that demonstrate honesty and continually treat them well.
Maintain Consistent Messaging
It’s no coincidence that Sherman repeated the phrases “best corner in the game,” and “motivates” throughout his media appearances following the NFC Championship Game. With an agreement to promote Beats by Dre headphones, there is a calculated and purposeful ring to Sherman’s word choice:
Sound familiar? Sherman’s not-so-subtle tie-in to brand messaging reinforces his paid endorsement and increases brand awareness. And that makes Beats by Dre very happy.
Almost happy enough to scream.
(image courtesy YahooSports.com)