There’s an old saying that “A picture is worth a thousand words”.
Now that saying may include a Facebook post, a Tweet, or even Tik Tok.
We live in an era that most of our lives are lived online. Pictures of our kids are online. Pictures of our trip are online. We are even posting simple vaccinations online.
For a group of us reading this, this may be odd. We didn’t grow up with an online presence. Pictures were posted and sent by mail. Or put in a physical, photo album.
For another group reading this, it’s no big deal. You’ve grown up with social media. It’s been a part of your life. As a matter of fact, you wouldn’t remember a time without the internet. You’ve grown up with it. In some ways, you may have been shaped by it.
That old saying has now turned into the question about “What is your brand?”
And now, as Joe Whitbread reminded me, this is only the beginning.
“For the next 15 or 20 years, we are witnessing the adults who did grow up with Snapchat and Direct Messages in high school. The next generation of adults who were kids on the internet will all have a digital history.”
Whitbread has a unique insight into this. Along with Jo Phillips, they own Jo(e) Social Media based in Lacombe, AB. They provide our youth and educators the tools needed to navigate social media’s potential for safe digital citizenship and a successful future online. Whitbread is also the in-game host for the Red Deer Rebels and is the social media manager for a new AJHL franchise.
When discussing the topic of social media, there is a lot of telling people what NOT to do. Whitbread suggests that is not the place to start.
“We start by HELPING KIDS. And I say that quite boldly because parents and adults who have never grown up with the internet are teaching this from a parent’s perspective. So we are telling them what not to do. Kids have heard how not to proceed as opposed to how to proceed.”
Like all of us, kids react negatively to warnings.
“When we hear a warning, we know something bad is about to happen. When we teach our kids with warnings, then they are terrified.”
Now at this point, your reaction may be that you don’t want your children to get exposed to something they said on the internet. According to Whitbread, here’s the bad news.
“Kids will make mistakes. Unfortunately, history will not allow our young adults to exist unscathed on the internet. There are literally hundreds, if not thousands of celebrities, let alone the general public, whose mistakes online at a younger or an immature age that cost them later.”
Whitbread took this one step further.
“What we need to do is have an open and honest conversation. The same way we do with drugs, teenage pregnancy, or drinking and driving. We have to talk about Tik Tok, direct messaging, the harm in sending or soliciting nudes. We need to talk about our personal brand and how we are perceived online.”
For some, the word brand may seem like a social media buzzword. But Whitbread expanded on a specific meaning.
“A brand is more than a logo, or a jingle, or a color scheme on a jacket or a fleet vehicle. A brand is the consumer’s perception of who you are. We will shop, or purchase, or buy, or solicit a business when we feel something about them.”
Now, to bring this to us as humans or our children.
“Whether we like it or not, we are all brands. You have branded yourself and your children on social media. Whether it be as athletes, music lovers, talented, performers, or kind humans.
“These are all brand essences that businesses sell every day. But children have it. You have it. You’re known in your workspace as the guy who does this. Or, the girl that does that. That’s your brand.”
Now to move this into the hockey area. Hockey has not been known to be personality-driven. The typical faces of hockey; Wayne Gretzky, Connor McDavid, Sidney Crosby are quiet. While Whitbread suggests being a personality has been frowned upon, branded personalities like Sarah Nurse, Kendall Coyne-Schofield, Ryan Strazenski, and P.K. Subban are changing that.
Although traditional hockey views and social media may seem like a clash, Whitbread argues there are lots of opportunities if you are willing to broadcast to your channels.
“A hockey player is taught not to talk about him or herself. It’s about the team. I’m not arguing that we should go to a conceited or egotistical value. THAT’S NOT WHAT THIS IS. However, there are more opportunities online right now for individuals who excel at any passion. Not just hockey or professional sports. Individualization, other than goalie masks, aren’t allowed in hockey.”
How do you promote your kids in hockey? Where should you get advice? While Whitbread knows there is value in bringing in an “expert”, your closest confidants understand you better.
“All lessons from children should come from their closest confidants. Their parents, where possible, loved ones who are adults. But also their mentors, youth coaches, teachers. I have great advice, but the more loving advice coming from those closest to you should come first.”
That being said, the advice needs to come from a place of doing instead of what not to do.
“My advice is as adults reading this, let’s make sure we are starting to help kids understand that the opportunities of today’s digital world far outweigh the terrible things that can happen.”
In today’s world, there are a number of ways to create attention. However, Whitbread suggests there is value in good digital citizenship.
“Kids who are raised in positive homes who are taught at an early age about responsibility online and good digital citizenship can learn there are so many opportunities if you promote yourself positively. Using it publicly, we are seeing young athletes get more scholarships more opportunities, and ultimately more money when they broadcast on their own channel.
This brings us to something many hockey players don’t do enough. Online promotion.
“It’s not only good to do,” Whitbread said. “It’s necessary. I played hockey in Dawson Creek in the 90’s. Scouts rarely made the trip up north. If we had YouTube, Tik Tok, and Instagram, who knows where I could have the opportunity to play?”
Connor Bedard is very special#2023NHLDraft pic.twitter.com/FyViKch5im
— Dylan Krill (@dylan_krill) April 24, 2021
“We are seeing players direct messaging assistant coaches, scouts, coaches getting looks. Players who don’t, don’t. If you have a channel, then someone can watch you. If you don’t, then they won’t.”
Although this seems like very simple, and straightforward advice, Whitbread said “very few players are doing this.”
“If you have your own channels, then someone can watch you. If you don’t, they can’t.”
“Any player, parent, or organization has the ability to be scouted digitally. If you want to be seen, then you have to broadcast yourself. You have to become your own PR Director. You have to become your own producer.”
The benefits of promotion are obvious and have been mentioned. However, the concerns or threats are the criticism. And you don’t have to spend a lot of time on social media to notice that there is a lot of criticism. And it is not limited to age groups. As an example, Dylan Guenther was a point per game player at the U-18s. He still faced criticism for his play. How do we expect kids to deal with online criticism? This is something Whitbread is very sympathetic to.
“The question is how do kids deal with it? But the true nature of the question is why on earth are users, readers, viewers, listeners, taking out their frustration on kids? We have to stop online hate to ANY public figure.
“How do we help kids that deal with fan behavior that is so demeaning? We teach them about negative mental health online. We teach them ways to mitigate that negative mental health. Turn off notifications. Blocking. Recognizing what a “troll” is. And then ignoring. This is not easy to do. You still have anxiety. “
“We also have to teach it from their perspective. Children are not 36, 48, or 53. We have to teach it as though we were 13, or 16, or 20. And that’s the hardest part of all. We need to stop talking down to them. We need to talk with them.”
The criticism is not only online. It’s also in the stands. Being heavily involved in junior hockey, Whitbread says some fans need to be reminded that although it is high-level hockey, it is junior hockey.
“Ask a large population of junior hockey fans from Rimouski to Swift Current to Red Deer. It is shocking until they are told, many don’t realize that junior hockey is made up of children and young adults. Again that too is branding. Fans are going to the local franchise to have a beer, or yell at the opponent. But I am utterly shocked and disgusted at how many have no idea that those are 15-21 years old that they are kids. We forget these are kids.”
Another significant question is about media training. What do players need to know? As well as how does the media need to treat them?
“Young athletes should have media training,” Whitbread started. “We teach athletes to give a full answer to a question. Avoid yesses or no’s or signal syllabic responses. We also teach to recognize where their quotes will go. Is it for newspaper, or television, or a podcast? Then we teach them to perform on that platform. When you know you are on video, for example, make yourself visually presentable. Watch what’s on your hat or shirt. We always have to be aware of the brand we are conveying.”
“From the interviewer’s side, your responsibility is too integral journalism. You have to cover it in a way that best exemplifies the person or organization. Avoid the “Gotcha Culture”. While we are digging for a story, it’s easy to catch young adult words out of context. Realize who you are interviewing and write accordingly.
As far as that picture goes. It may be worth a thousand words. Or thousands of dollars. But unless people see it, it isn’t going to be shown. Same with the hockey player. While you may be skilled and talented, Whitbread feels branding and marketing needs to be taught.
“In our everyday life, branding and marketing is part of our everyday success. You can insert any industry and any age level. Those that are seeking opportunity will find it faster if they market themselves in a positive way.”
“I’m utterly convinced that we are a society that judges the things we see rather than value the silent.”
Joe Whitbread can be found @joewhitbread everywhere. Or online at joesocialmedia.com
