For a major company, the right advertisements and personal brand image are just as important they are for job-seeking individuals. For Smirnoff Ice, a new trend in the public domain that’s being transferred to social media in full force has caused downfalls and also some benefits for the company.
Ice Spreads Faster than Fire?
The Bros Icing Bros phenomenon has been a mere college trend for at least several months now–a lighthearted joke, at best. But lately, it’s attracting more widespread attention and spreading across the pop culture landscape like “Chocolate Rain”. Why? Because the Internet is powerful! Various sites have popped up displaying pictures of people being “iced” by their fellow bros. People are even blogging about icing their friends and their experiences with being iced.
The whole game is treated almost like an honor–something worthy of publicity. Though it might be a fun game for some, drinking pictures will always have fallout. These people who have created blogs solely focusing on a drinking game—and one that faces concern with promoting binge drinking at that—can have serious consequences in their futures. Potential employers don’t want to see you on one knee chugging alcohol. Even if you don’t personally post the pictures or write about the experience, you can’t ensure that friends won’t. This would surely damage your personal brand image, not to mention leaving everyone with a bad taste in their mouths.
Leave the Antics off the ‘Net
Certainly, there’s no problem with enjoying an ice cold beer every so often…provided that you’re of legal age, of course. Sure, it’s fine to kick back and relax at home with friends on occasion. But don’t document these moments to plaster all over your Facebook or Twitter. Most people by now know drinking isn’t a positive side of your personal brand image that you want to advertise, as it has no connection to the good qualities you’ve worked hard to promote. Even though anonymity is granted on the Bros Icing Bros site itself, it still doesn’t bode well for your personal brand image for a photo of you to be leaked. Even when in the midst of college years, when beer pong and frat parties make up a Friday night, there’s no need to document having a good time. If you and your camera are attached at the hip, at least keep the photos off the Web. It’s better to be safe than be sorry.
Your Image is in Your Hands
It’s very doubtful anyone has a vendetta against you and will actively seek to ruin your personal image. Rather, most of the work is in your hands, and you have control over how you’re perceived on various social media networks. Be proactive in your approach and don’t let slip ups tear you down. If you do happen to fall victim to an icing and must take the knee, don’t panic. Take it like a champ, and make sure to keep it off the Web. You shouldn’t be afraid to drink, but be smart about keeping your personal life and drinking habits open to those who can be trusted–friends and/or family that you interact with in person rather than online. Live by the motto, don’t drink and tweet.
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