When some in horse racing, just like those trying to be seen as being relevant in music or other sports or anything else for that matter, get swept up in the moment, one wishes someone tells them to rein it in.
Learn from how Craig Williams has quietly gone about tackling a very serious subject.
In these extremely weird and fickle times, there’s a huge difference between smart marketing, and blatant self-promotion.
Not everyone is Sir Lewis Hamilton or Ronaldo, or even James Blunt, all of whom use, especially Twitter, in a very smart and often light hearted way. They also use social media sparingly.
Start to post too much and it becomes a turn off.
It’s something seen recently involving Kim Kardashian, who’s now in her forties, and still needs the leaked sex tape story that started her on her unreal reality journey orchestrated by her mumager whenever her career hits a bump in the road. It’s cringeworthy fluff.
Of course jockeys are not on a par with fully fledged celebrities with savvy management looking after every aspect of their social media marketing.
Jockeys, except perhaps for Frankie Dettori, are on their own and left to sink or swim.
In this respect, the way in which Australian Jockey Craig Williams has used social media to tell his courageous and inspiring story of how he and his Ukrainian born wife Larysa have quietly gone about helping her people in the Ukraine is a very good example of restraint.
They tell their story honestly and without the need to flog it to death every day on Facebook.
The media comes to them as their story is compelling to a mainstream audience.
This dignified way of using social media separates the wheat from the chaff and bringing in the wife and girlfriend and the designer lifestyle, the poodle and the entire Robin Leach nouveau riche enchilada.
This not only becomes embarrassing, it becomes laughable and trite.
In the meantime, huge props to Willo and Mrs Willo and may their help to Ukraine continue.
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