By John Kultgen
Mad Men returns this month, and Season 7 will likely feature the frequent sexist comments and work-day binge drinking that define the show. Yet despite how retro Don, Peggy, and the rest of the characters seem in their behavior, the insight they provide is oddly applicable to modern day social media marketing. Here's some Sterling Cooper branded advice I recommend that you follow.
“You want to be taken seriously? Stop dressing like a little girl.” - Joan Holloway
That means no more ugly stock photos. Social media is very visual, so take imagery selection seriously. Unless you're doing a Throwback Thursday feature, be sure to avoid showing a women in torn jeans and other girlish and outdated styles.
“Nostalgia. It’s delicate, but potent...It takes us to a place where we ache to go again.” - Don Draper
Add nostalgic posts to your overall social media strategy. Reminding your audience of things they almost forgot about can help increase engagement. (I did this with my post 9 Things From the 90’s that Social Media Replaced.)
“I don’t think anyone wants to be one of a hundred colors in a box.” - Peggy Olson
Make fans feel special. Try featuring users' Instagram photos or create a blog post featuring their best comments. By singling out a fan, you make other fans feel like it's possible they'll be selected next. Everyone then feels a sense of individuality.
"Maybe every generation thinks the next one is the end of it all. Bet there are people in the Bible walking around, complaining about kids today." - Roger Sterling
Forget the slew of articles that analyze Millennials' terrible behavior. Trash them. Every generation struggles to understand the next. Instead, track what your audience responds to and analyze that data to help improve your content. You're wasting time generalizing a diverse group of 80 million people.1
“Believe me, somewhere in this business this has happened before.” - Roger Sterling (again, because I love how irreverent he is)
Brainstorming a campaign without researching is arrogant. Whatever you’re coming up with, chances are, someone has done a variation of it. So find it, learn from it, and make it better this time around.
Mad Men fans, what other quotes still ring true? If you don't like what I'm saying, change the conversation in the comments below.
1Forbes. Why You Can't Ignore Millennials. 2013.