A strategy company for a flatter, younger, more passionate world. SocialSphere enters into strategic relationships with large companies and organizations around the world. We start with the recognition that the world of information and media is broader and flatter than it has ever been, and traditional ways of communication do not speak effectively or efficiently to a new generation who seek new ways to make an impact in organizations they feel passionate about.
A few weeks ago I witnessed firsthand one of the most stressful weeks in the life of a high school senior in China: college entrance exam scores were revealed. Unlike the US system for college admissions, placement into higher education in China is primarily determined by this three day series of exams, known locally as the "gao kao," testing everything from English to physics. The catch is that this exam, unlike the SAT or ACT, is administered only once a year. Fail, and you must either spend another year preparing for the next exam or drop out.
For the Millennial Generation, this is what life is all about. Years of schooling, summer tutoring programs, and private in house tutors all culminate in one exam. As my cousin, who is currently a college student, says, "This is the single most important day in a high school student's life." Moreover, admissions is extremely competitive. Roughly 10 million students take these exams every year. Of these 10 million, roughly half end up attending college. To be accepted into the top two schools, Peking University and Tsinghua University, students must place in the top of their class in an admissions system that is not nearly as forgiving as its US counterpart. As my colleague says, "Unless you write an award-winning short novel or place in the International Science Olympiad, everything else does not matter." And that includes high school grades.
After watching the “Disaster in the Gulf” for three months now, and the very public feud between Cavs owner Dan Gilbert and Cleveland Public Enemy #1 LeBron James – its very clear to me that one thing we could use right now in America is a little more citizenship.A little less “me” and a little more “we.”
We need more people, more private companies and more public institutions admit what they already know, that we are all in this together; we need them to step up and be better citizens.
I also believe that today in America, good citizenship is good business.Based on everything I know from 20 years of talking to Americans about their lives – and how private and public brands and institutions fit and are thus put into context – I know that brands that make people feel good, brands that connect people and communities, are the ones that will thrive today and in the future.
Sadly, not everyone on Madison Avenue agrees. In fact, very few seem to agree. The latest example comes from some innocent Facebook chatter from some friends of mine in the Boston-advertising community who lampooned the recent branding campaign of Citizens Bank ("Good Banking is Good Citizenship") as being an unnecessary civics lesson.
I think its brilliant, just what they need, albeit a little on the corny side…
At a time when big national banks are rolling in, foreclosing homes, killing small business growth by refusing to loan capital, Citizens Bank is tacking the opposing tack -- squarely telling their customers and other stakeholders (do not underestimate who else in watching...) that "everyone carries their weight, business and bankers," banks are "supposed to be, a facilitator pf prosperity" -- and "good banking is good citizenship and good citizenship is good business."
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