The Affari Edge Blog

We at Affari Edge are interested in starting a Tampa Bay chapter of the Social Media Club:

Social Media Club is being organized for the purpose of sharing best practices, establishing ethics and standards, and promoting media literacy around the emerging area of Social Media. This is the beginning of a global conversation about building an organization and a community where the many diverse groups of people who care about social media can come together to discover, connect, share, and learn.

 Social Media Club will bring together journalists, publishers, communications professionals, artists, amateur media creators, citizen journalists, teachers, students, tool makers, and other interested collaboraters. Essentially the people who create and consume media who have an interest in seeing the ‘media industry’ evolve for everyone’s benefit. We are more than just USERS, we are the reason the tools exist - we are the people who communicate our thoughts and ideas near and far. Join us and let’s shape the future together!

Anyone intersted in the Social Media Club should contact me (Jim Johnson) via email: jjohnson {at} affariedge {dot} com.

We’ll be contacting others in the community to set up the first interest meeting in the next few weeks.  Stay tuned.

Sure, the statement seems obvious since everything is changing these days. But it seems that news media has begun to take an entire different route. I’m not referring to internet incorporation or the death of the anchorman celebrity - in fact, I am speaking of an entirely new spin on celebrity.

As I was listening to talk radio this morning on my way to work, the program was interrupted and the current material was discarded for a really, super important news break. There was no tragedy or urgent message. The show was interrupted to announce that Lindsay Lohan was arrested for her second DUI in several months.

I immediately had several flashbacks to the huge Paris Hilton media fiasco a couple months ago and became somewhat sick to my stomach. I just don’t understand why celebrity problems have become top news headlines. Sure, sometimes the news can be depressing with all of the criminal headlines and stories streaming the airwaves, but the fact that people in this country care so much about celebrity gossip astounds me.

For whatever reason, I felt it necessary to submit a quick post about the situation. If anyone has any insight into why Americans are infatuated with celebrities, I would love to be enlightened. Forgive me if I sound a little cranky, I’m just not looking forward to hearing about Lohan’s irresponsibility for the next few weeks.

I am an American, therefore, I am not supposed to have any affection or affinity for soccer, right? The MLS and David Beckham are looking to change this old rule. For decades, Americans have refused to watch or support professional soccer. Even when Pele (arguably the best soccer player of all time) was playing here in New York, the league crumbled.

So why now do MLS officials and team owners believe Beckham is the answer? In a poll conducted on ESPN.com last week, when asked what respondents thought about Beckham’s new American presence, majority of the respondents replied with the “I don’t care” option. So how is MLS, the LA Galaxy, or David Beckham going to captivate an audience of loyal NFL fans? Marketing and media seem to be their first move.

On Saturday, Beckham will make his debut with the LA Galaxy in an exhibition match against the English club soccer team Chelsea. The game is already sold out and is set to air nationally on ESPN. Over the past few seasons, ESPN has taken a lot of interest in the MLS - and even more so now with the introduction of Beckham. The popularity of ESPN among this nation’s sports fans may give the MLS the push it needs to become a major sport here in America - especially when coupled with buzz from various entertainment programs. Even his wife, Victoria Beckham (aka Posh Spice), has been in the news and actually was featured on an hour-long program last night on NBC during primetime.

I saw the following commercial over the weekend, and like most ESPN commercials, I thought it was pretty creative. I have a lot of respect for TV spots when they don’t use copy and still make an impact. Other notable ads that have achieved this are the iPod ads. They only need audio to convey a positive and intriguing message. After seeing this spot once, I made a note to tune into the game this Saturday (at 5:30pm on ESPN).

Even though the game looks like it will be a blow-out, I really hope it sparks a soccer craze here in the states. I have yet to jump on the MLS bandwagon, however, hopefully with the new ESPN push and Beckham’s star power I will eventually be converted. I’m not sure whether more people are attending/tuning in to the exhibition match this weekend because of Chelsea’s prestige or Beckham’s arrival. I’m not sure if Beckham can save the MLS alone - even if he is adored and followed by the media. However, I am sure I’m going to try my best to follow Beckham and the MLS to (if nothing else) critique the methods used to promote this ’soon-to-be resurrected’ league.

As we take a break and enjoy a day of parades, BBQ, friends, fireworks and fun, how many of us will take a moment to think of the 4th of July as anything more than a nice day to soak up the sun?

When I was a child I remember lots of red, white and blue, patriotic songs and being so proud to be from the United States. I’m still proud, but after recently spending a few weeks out of America I see that we really need a serious public relations campaign to regain some of the respect we once commanded.

As advertising gurus, we have the power to change the landscape of an entire nation. Did you even realize that you have so much influence? Even if you are a smaller agency working with smaller clients, you can make a huge difference.

I met with an organization a couple of weeks ago that made me immediately think, “These people get it!” We have always been committed to making sure our agency doesn’t compromise ethics to get ahead. I would much rather be on a lower rung than have my foot prints on someone else’s toes as we climb the ladder of success. So, this amazing company that I hope to have a long, wonderful, mutually beneficial relationship with tells me that their CEO’s motto is, “Don’t do anything that would make a mother cry.” Don’t you love that!? It sums up so much with just a few words. It’s just another example of the power of words.

To me this is still the greatest nation on earth. I’m so thankful for the liberties we have, but remember with freedom comes responsibility. As you’re planning your client’s next campaign or your own organization’s marketing, keep in mind that just because you CAN say something, SHOULD you?

I’m not saying don’t have any fun today! After all, even George Washington gave his soldiers a double rationing of rum on the 4th of July! Just take a moment today to say thanks for all that we have. And because freedom isn’t free, please keep our troops stationed around the world and their families in our thoughts and prayers.