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学习特朗普 天天发推文
Lloyd Blankfein takes Twitter lessons from Donald Trump

来源:FT中文网    2017-11-06 07:29



        Lloyd Blankfein, Goldman Sachs chief executive, tweeted a picture of a construction site earlier this week. “In London. GS still investing in our big new Euro headquarters here. Expecting/hoping to fill it up, but so much outside our control.#Brexit.”        上周早些时候,高盛(Goldman Sachs)首席执行官劳尔德•贝兰克梵(Lloyd Blankfein)在Twitter上发布了一张建筑工地的图片,并写道:“在伦敦。高盛仍在这里投资我行庞大的欧洲新总部。预期/希望满员入驻,但有很多事情在我们控制之外。#英国退欧。”
        Nothing odd about the message, you might think; it is well known that Goldman Sachs is building a new London headquarters, while also expanding in continental Europe because of Brexit. Indeed, two weeks ago Mr Blankfein tweeted: “Just left Frankfurt. Great meetings, great weather, really enjoyed it. Good, because I’ll be spending a lot more time there. #Brexit.”        你可能会想,这些话没什么奇怪的啊;大家都知道,高盛正在建设新的伦敦总部,同时由于英国退欧,也在欧洲大陆扩充。的确,两周前贝兰克梵发布推文称:“刚刚离开法兰克福。很棒的会议,不错的天气,非常喜欢。太好了,因为以后我会在那里呆更多时间。#英国退欧。”
        But what is startling is Mr Blankfein’s embrace of Twitter; so much so, that other executives should take note.        但令人吃惊的是贝兰克梵接纳了Twitter;以至于其他首席执行官应该留意。
        After all, Goldman Sachs use to be paranoid about privacy. And Mr Blankfein was so bruised by his depiction during the financial crisis that he avoided journalists. But since June 1, when the @lloydblankfein account dispatched its first tweet — expressing support for the Paris climate deal — the account has amassed more than 67,000 followers. That is less than some tech CEOs. Google’s Sundar Pichai (who tweeted about hamburger emojis this week) has 1.3m followers. Elon Musk, Tesla CEO, has 14.2m and John Legere, T-Mobile CEO, has 4.7m.        毕竟,过去高盛对于隐私有点偏执。在全球金融危机期间,媒体对贝兰克梵的描写使他深受伤害,以至于他避开记者。但自6月1日贝兰克梵的Twitter账号(@lloydblankfein)发布第一则推文(表达对巴黎气候变化协定的支持)以来,这个账号已聚集超过6.7万粉丝。这个数字低于一些科技公司的首席执行官。谷歌(Google)的桑德尔•皮查伊(Sundar Pichai)拥有130万粉丝,他上周发布了有关汉堡包表情符号的推文。特斯拉(Tesla)首席执行官埃隆•马斯克(Elon Musk)的粉丝数量高达1420万,而T-Mobile首席执行官约翰•莱杰尔(John Legere)拥有470万粉丝。
        But no other financial CEO is tweeting from a personal account in this punchy way; @lloydblankfein has even taken oblique, wry swipes at Donald Trump. So what explains this sudden embrace of Twitter? Mr Blankfein says it was a recent decision. “I have always been messaging on things that mattered to us, but we did that before with press releases,” he told me. “I never thought I would tweet — I thought it was too dangerous.”        然而,其他金融集团首席执行官都没有用这种言简意赅的方式在个人账户上发布推文;贝兰克梵的账号甚至拐弯抹角地讽刺过唐纳德•特朗普(Donald Trump)。那么怎么解释他对Twitter的突然接纳呢?贝兰克梵表示,这是最近做出的决定。“我一直在就对我们重要的事情发表言论,但我们之前采用的途径是向媒体发布新闻稿,”他告诉我,“我以前从没想过我会在Twitter上发表言论,我以为那么做过于危险。”
        But he changed his mind after spending time in Silicon Valley, and observing Mr Trump (who has trolled Goldman Sachs).        但在硅谷呆过一段时间并注意到特朗普的做法(他曾在Twitter上找过高盛的茬)后,他改变了想法。
        Mr Blankfein dislikes aspects of the administration. But he admires Mr Trump’s “genius” at communication. “The president has engaged with the public in a leveraged way and disintermediated the press — it’s been powerful,” he says. More specifically, he has absorbed three crucial lessons from Trump. The first is obvious: social media can bypass the press. This is an appealing idea for somebody such as Mr Blankfein, who — like Mr Trump — has felt bruised by journalists.        贝兰克梵在某些方面不喜欢特朗普政府。但他赞赏特朗普的沟通“天赋”。他表示:“总统以一种借力使力的方式与公众互动,剥夺了媒体的中介角色——这种做法的威力极大。”具体而言,他从特朗普那里学到了3条重要经验。第一条显而易见:社交媒体可以绕过媒体。对于贝兰克梵和特朗普这些觉得自己受到记者伤害的人而言,这个想法很有吸引力。
        Second, disintermediation works best with punchy messages. Mr Blankfein is not using Trump-style exclamation marks or abuse. But he understands the power of being memorable. After all, as data from Edelman public relations show, trust in authority figures — and their dull press releases — has collapsed; the only real source of trust today lies in peer-to-peer communications that feel authentic and personal.        第二条经验是,简短有力的信息能够最好地取代媒体。贝兰克梵不使用特朗普式的惊叹号或谩骂。但他明白措辞让人难忘的力量。毕竟,爱德曼(Edelman)公关的数据显示,公众对权威人士——及其枯燥的新闻稿——的信任已经坍塌;如今唯一能让公众信任的就是感觉真实和个人层面的P2P交流。
        “If I had 1,000 words it would be bland, but in 140 characters your character comes through and you are forced to commit,” Mr Blankfein observes. “It’s a risky thing, but being forced to commit is good.”        “如果我有1000词的篇幅,写出来的内容就会平淡无奇,但如果只有140个字符,你的性格会表露出来,你被迫一句话说到点子上,”贝兰克梵指出,“这有风险,但是被迫直截了当是一件好事。”
        The third lesson from Mr Trump is that it pays to be proactive. One reason he used Twitter so effectively in the 2016 election campaign was that he had already built a massive audience. There is a lesson here for the corporate world, particularly for Wall Street banks that tried to shun the press a decade ago.        他从特朗普身上学到的第三条经验是,积极主动是有好处的。特朗普在2016年竞选期间能够有效利用Twitter,一个原因是他已经拥有了大量受众。这给企业界上了一课,特别是对那些10年前试图躲避媒体的华尔街银行而言。
        “The financial crisis showed that more people should know us and who we are,” Mr Blankfein says. “I didn’t recognise the picture that was painted of me in the media then. Now people see I have a personality, that I joke.”        “金融危机表明,应该有更多人认识我们,了解我们是谁,”贝兰克梵表示,“那时我认不出媒体对我的描绘。现在人们看到我也有个性,我也会说笑话。”
        Or to put it another way, what Goldman Sachs is really trying to do on Twitter is get ahead of the curve, to hedge; it wants to build a communications channel before, not after, it really needs it.        或者换个说法,高盛实际上试图在Twitter上占得先机,进行对冲;它希望在真正需要的时候之前(而不是之后)打造沟通渠道。
        Now I dare say that many other CEOs might consider this too high-risk a strategy. Executives such as Rupert Murdoch, chairman of News Corp, or Marc Andreessen, the venture capitalist, have danced with social media before being burnt and pulling back. Maybe that will happen to Mr Blankfein, too.        我敢说,其他很多CEO可能认为这种策略风险过高。新闻集团(News Corp)董事长鲁珀特•默多克(Rupert Murdoch)或风险投资家马克•安德烈森(Marc Andreessen)等高管也曾试水社交媒体,但在引火上身后撤退。或许这也可能发生在贝兰克梵身上。
        Yet I, for one, hope that @lloydblankfein keeps tweeting. And that more publicity-shy CEOs copy him. Yes, it is risky to be punchy, personal and provocative, particularly when talking about presidential policies. But for better or worse, Mr Trump has changed the communications game. In a world where CEOs can be trolled by a president, the defence might lie in taking a leaf from Mr Trump’s book. Or as Mr Blankfein might tweet: “Can’t turn back the clock/new era now. If you cant beat ’em, join ’em — by learning to post. Press releases don’t work. #eatorgeteaten”.        不过,至少我本人希望@lloydblankfein账号可以继续发推文,并且有更多不愿抛头露面的CEO效仿他。没错,发表简短有力、带有个人和挑衅色彩的评论是非常冒险的行为,特别是在讨论总统政策的时候。在总统可能在网上对CEO找茬的当今世界,防守可能也意味着要学学特朗普。或者正如贝兰克梵可能在Twitter上所写的:“现在无法逆转时钟/新时代。如果你无法打败他们,那就加入他们的行列,学会发帖。新闻稿没用。#弱肉强食。”
        gillian.tett@ft.com        译者/何黎
                
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