When we can’t meet people in person, digital connection becomes way more important. I’ve been reflecting on the new seventh edition of The New Rules of Marketing and PR releasing in the middle of the pandemic. While I’m happy that my ideas may be helpful to many people as they bring their businesses online, I’m conflicted because so many businesses are abusing the online channel.
I have a sense we had been living in an increasingly polarized and cold digital world:
- Companies put you onto their email newsletters without permission.
- People connect with you on LinkedIn and immediately try to sell something.
- Brands spray out content via social media without a long-term strategy.
- Online news outlets have become increasingly partisan in order to sell ads.
- Political organizations rely on demonizing the other side.
- Social network algorithms are built on profit, not connections.
The pendulum has swung too far in the direction of superficial online communications at a time people are hungry for true human connection.
Kindness and generosity now more than ever
While I see many people developing a growing frustration with digital gimmickry. I have a sense that we are at the cusp of an important cultural shift.
Online communication does not have to mean spam and polarization and fakery and scams.
All it takes is kindness and generosity!
How can you and your organization be helpful to the world and not just try to take from the world?
Giving gifts with no expectation of anything in return
I’ve found that the ideas I write about over 400 pages in The New Rules of Marketing and PR can be summed up into a simple concept: Give to the universe without any expectation and the universe will give back to you.
- Don’t hype your products and services. Instead, understand the people you’re trying to reach and publish information that will make their lives better.
- Create online content and social media feeds that help people.
- Educate and inform instead of interrupt and sell.
- Kindness works better than coercion.
- Lead with passion.
- Be helpful.
- Bring joy.
