Nowhere to hide

So we found out this week that the Texas Rangers' Josh Hamilton fell off the wagon last January. And from the photos (note there is no link attached to that word, at least from this blog - I'll get to that in a moment) he landed hard. The married Hamilton, offered a second chance at baseball after falling into drugs while a young ballplayer convalescing an injury, was photographed drinking, carousing, and essentially behaving like a fratboy at his first kegger. Unfortunate, but not unexpected. Experts say relapses in recovery are common. Fortunately for Hamilton, he told his family and team the very next day so this story is old news now, some eight months later - at least to those who matter.

Olympic phenom Michael Phelps was photographed months ago taking a bong hit at a college party. (I blogged on the topic here.) He lost some major endorsements, apologized, and hopefully learned an important lesson. Whether that lesson is "Just Say No" or "make sure you can trust the people you party with" is unknown, but truth is, both are valid lessons.

I'm not linking to or reposting any of these related images, and I'm not going to comment with some false air of indignation about the behavior of these athletes. I actually tend to take the position of SNL comic Seth Meyer in this outstanding SNL rant. ("If you're at a party and you see Michael Phelps smoking a bong and your first thought isn't "Wow, I get to party with Michael Phelps" and instead you take a picture and sell it to a tabloid, you should take a long look in the mirror...") It isn't in my nature to build people up just for the thrill of tearing them down - as if accomplished, public people were nothing more wooden blocks stacked by some sugar-ravaged five year old. In my experience, most tend to punish themselves just fine on their own.

My marketing mind however pauses and recognizes that each of us, our companies, and our values are subject to the whims of small minded people and rabid opponents who are using the tools of the Internet and social media to gain even the most morally tenuous ground or simply force their way onto the 15 minute stage with a sensational bit of useless gossip. Therefore, it is critical that people and organizations not ignore these new communication tools, but engage them to monitor and proactively defend their brand - whether corporate, product, or personal. As social media consultant Shama Kabani stated in a recent presentation to CEO Netweavers, "...whether or not you want (photos and personal information) out there, its out there. The point is to build up a credible persona in person and online to counter any negative consequence."

Fortunately for Hamilton and Phelps, they've handled their scandals well, offering quick acknowledgment and heartfelt apologies. In the end, the best revenge is their stellar athletic performances since. In the few days since the Hamilton story became public, he's been hitting .360, and for his part, last week Phelps once again set a new world record, this time in the 100m fly. Sometimes the best response is continue to do what you do best.

Or in other words, in a world where all the hiding places are mic'd, let the world know that you are still trying to be the people our dogs think we are.