Last week I was having a conversation with a contact I'd met on one of the social networks, and we were talking about working on a project together.
"I decided to approach you for this because I think of you as a social media guru," my friend began.
"Hold on there, chief. I'm flattered that you'd want to work with me - and I'm happy to help you out in any way that I can. But, I must insist that you don't refer to me as any kind of a guru. You see, I think guru is a four-letter word."
Suddenly, the line went quiet. Uh, oh. Time for some clarification.
"When I hear the word guru, my mind's eye pictures a shriveled old man in a toga, sitting in the lotus position. He pontificates his wisdom in a gravely voice, and his followers sit at his feet with their eyes glazed over, taking in every word as if it were gospel. That is so not my style."
"Instead, I'd much rather be the trusted confidant that you know you can count on when times are tough, and you need someone in your corner. I'd prefer to be the friend that you know has your back, and will give it to you straight - even when the truth hurts. I'd rather be that girl. There's not as much competition for her title, but it's one that I can fill, without compromising who I am, or what I believe in."
"So call me Traci, call me 'hey you' if you like (I've certainly been called worse), just please don't ever call me a guru."
Social media is supposed to be about being genuine and natural...and no matter what you call yourself, you can't escape who you truly are. And if you're trying to "be" anything or anyone else, you've already missed the point.
Raise a Glass to Being Natural
In the late 70s, Anheiser Busch released a series of commercials promoting their Natural Light brand; they featured a character named Raymond J. Johnson, Jr., a character created by comedian Bill Saluga. Despite the fact that I was nowhere near legal drinking age in the 70s, this commercial has always stuck with me. Mr. Johnson offers up a half dozen or more things you can call him, but for whatever reason, he just doesn't want you to call him Johnson.
Johnson's rant became part of the pop culture lexicon overnight. Can you imagine what it's reach might have been had Twitter been around in the 1970s?
Saluga's character was everywhere. "You can call me Ray..." became so popular that Bob Dylan quoted part of the commercial in his 1979 song, "Gotta Serve Somebody."
I love the character of Raymond J. Johnson (and not just because I had my kid sister parroting this commercial 24/7, much to my mother's dismay). You can't get much more authentic than Johnson. Sure, he's loud, brash and more-than-a-bit annoying, but this guy is the epitome of "what you see is what you get."
Despite his wardrobe choices, some thirty years later, Johnson's approach is one to aspire to. Now that's brand longevity - I don't know about you, but I'll drink to that.
