What Mandela, JFK, Princess Diana Taught Us about Social Marketing

Categories:Social Media

Vulnerability is a wonderful thing, yet so many business leaders think it is about weakness rather than the truth…that is represents strength of character. 

Social media allows people to show their character, it allows people to see your personality. When you look at people throughout history who have engaged a generation they have all had a sense of vulnerability.

From JFK to Princess Diana, from Herb Kelleher to Sir Richard Branson, from Nelson Mandela to Martin Luther King…..they all had a vulnerability which allowed people to connect with them. Vulnerability is the glue between two connections….

Think about the people I have mentioned…they go out to people, they show what upsets them, they embrace their emotions….they are not afraid of vulnerability, they are afraid of hiding them because hiding them won't create change.

…Why? Well in my humble opinion it is because humans embrace 'humanness' and 'humanness' is not about perfection.

For business leaders who want to embrace social marketing they should concentrate of being human with all the vulnerability that brings…..rather than displaying perfection through social tools. We don't like perfection, we don't believe perfection….we want to relate and we can only relate to brands that show those human traits.


Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog www.theengagingbrand.com is recognised as one of the leading UK marketing blogs.


  1. noel.ihebuzor@gmail.com'
    January 14, 2014 at 12:27 pm

    Deep and powerful truths told with such simple words and in so few lines

Leave a Reply

Your message*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>