Not quite a business topic you would think…but indeed in the world of social media the last couple days I’ve noticed a trending topic…boobs!  Why is that significant?  Well, because of the fact that in the world of marketing, in order to create buzz it is necessary to appeal to an emotion (e.g. Anger, Fear, Happiness, etc).  This week the “FEAR” of boobs has it!

First, ABC and FOX cited the Lane Bryant bra ad for their line Cacique (see embedded YouTube Link) for being too salacious because they apparently believe that the world can’t handle a cup size advertised on TV larger than the Victoria Secret’s current “Nakeds” campaign (as though that is more “family friendly”).  I don’t believe most seven-year old kids during family hour are thinking “hmmm check out the knockers on that one”. Ironically, the buzz on YouTube, Twitter, Facebook, multiple social bookmarking sites, news networks, etc now have played the Lane Bryant ad likely far more interested viewers than had it casually passed through the barrage of regular commericals.

Then, BoobQuake.  If you are wondering just Google the word and you will be led to a plethora of blog, news, twitter, YouTube and other sites giving you as much information as you could possible wish on the subject matter.  In summary, it was triggered by the comment of an Iranian cleric who condemned scantily clad women and blamed them for earthquakes (no I’m not joking).  I’m not going to dovetail into a religious diatribe on this but at the core of it his original comments are driven to motivate behavior by fear. There’s even a boobquake hashtag running on Twitter just search #boobquake.

In both cases fear is the underlying motivator that created the original buzz.  Fear that exposing larger than an A cup on an underwear commercial may somehow corrupt the minds of the innocents starring at the boob-tube (hey wait maybe that’s the whole reason it has that nickname???).  Fear that if a woman is comfortable in her body what other powers may she possess?

The lesson to business owners who want to use social media is this:  be authentic and don’t be afraid to trigger an emotion in your audience.  Playing safe makes you a wall flower.  Playing on the edges (if done with integrity and authenticity) can earn you unknown exposure to eyes you’ll never meet.  Are you motivating with Joy, Pain, Fear, Passion,or something else?  Pick an emotion that fits you and your brand and watch what happens.

Personally, while it creates buzz, I think the fear emotion is over-used and under-enlightened. Namaste!