The Trinidad and Tobago Police Commissioner, Gary Griffith has taken not only the country by storm, but social media. Commissioner Griffith was appointed in August 2018 and has since been a force to reckon with. But, what can brands learn from him? What does his style and persona bring to social media? Here are just a few things I’ve noted about the Commissioner’s brand:
The top CoP has been the center of controversy. You know the saying, “any publicity is good publicity”? Well this has definitely worked in his favor. While it may not be your brand voice to stir the bacchanal pot, Gary has used his role, rightly so, to ‘call out’ or ‘light the fire’ under those who normally get a pass. As one would imagine, Trinidad and Tobago is loving it as this is our culture. It’s important to note that knowing the culture of your audience is essential to your content. Your business may be dictated by policies and procedures outlining the way you respond to customers on social media. The ‘call out’ culture may work for Gary but not for you. Always keep this mind, stick to your brand voice, stick to your policies, be sensitive and try to be tasteful.
“Happy hour over”, this is the most recent line we heard from the Commissioner as he was interviewed by media after leading a raid. He has captured us with his catchy one liners. The Chuck Norris of Trinidad and Tobago. This brings us to taglines. A tagline is usually used to identify a particular brand. This one is now a known ‘Gary’ line. Create a catchy tagline that resonates with your brand. It should invoke a response and create an emotion within your target audience. Businesses should always work this into any and every platform they’re using, whether its print media or social media. Just Do It! Hashtag it! #StopCallingComeAndFindMe
Without all the publicized work of the Commissioner, it would be impossible to know what’s going on. He has made it his duty to have his own social media presence on Facebook, where he shares press releases and pictures of the work he’s a part of. It’s important to always let your audience know what you’re doing. Avoid a social media lull. This creates distance between your brand and its customers. Whether its sharing third party content, doing a #tbt or even a Q&A, always share something brand related. There is always something new to see on the Commissioner’s page.
It’s been an exciting few months on social media with the Gary Griffith brand. With all the support he has garnered both online and offline, it’s interesting to witness and note all the conversations he has encouraged. He just might be an emerging influencer in Trinidad and Tobago. Tell us in the comment section below what you’ve noticed about the Commissioner’s brand.