I’m not sure when MLK day became more than just a monday away from school for me. I think it must have been in the 6th or 7th grade when I read Why We Can’t Wait written by Martin Luther King, Jr. himself. When I read his words and realized just how intelligent, powerful, and forward-thinking this man was, I understood why the nation took a day off of school and work to celebrate his achievements.
It might seem like a stretch or even a “downgrade” to relate his efforts in the Civil Rights Movement to anything related to social media. But, when I think about MLK and his road to success – there are a few things that I truly feel relate back to our efforts in social media marketing.
1. Amazing writing – Everyone knows that MLK’s speeches were some of the best speeches the world has ever witnessed. Almost every line in his “I Have A Dream” speech or in his last speech “I’ve Been to the Mountain Top” are quote-worthy. Writing that compels someone to action is the only way to create a following. No matter your limitations – be it 420 characters or 140, always strive to write beautifully.
2. Great Timing – Use timing to your advantage. King paid attention to timing, not only when he was delivering speeches, but also when organizing movements, sit-ins, and boycotts. I remember reading MLK’s advice: “except for Christmas, Easter is the main shopping period of the year…the best time to bring pressure to bear on the merchants for the needed change.” When creating content for social media, consider what’s going on in the world and be relevant. This leads to the most memorable and “viral” content.
3. Strategy – It’s true that MLK recognized the importance of spontaneous actions, like those of Rosa Parks. But he also realized that, without organization and long-range strategy, people will exhaust their energies. Though I don’t remember everything from Why We Can’t Wait, I do remember that every effort King organized in Birmingham was thoroughly thought-out such that it would make the Civil Rights Movement a “top-of-mind” subject for Americans. Extending beyond Alabama, planned well-organized boycotts played a major role throughout all phases of the movement.
Thinking through a social strategy is what makes a campaign successful. Even with the most eloquently written and relevant blogs, without a real plan or strategy, they may very well be over-looked.
“Our lives begin to end the day we become silent about things that matter.”
– Martin Luther King, Jr., “I Have A Dream”