A Living Will for Digital Media

Thanks to our supporter, Bottom Line

Having gone to two funerals over the past month, I’ve been forced to confront mortality more than usual lately, so now you’re coming along for the ride.

Naturally, on the ride out to the second of the burials, I began to wonder, “Can I get a column out of this?”

Indeed, dear reader, I can.

Despite both passings being Jewish graveside burial services about an hour’s drive from midtown Manhattan, the differences were striking.

One funeral was expected, the other sudden. One had a crowd gather around; the other was for the closest family members. At one, I learned about Jewish burial traditions; at the other, I learned about an impressive psychic.

All the while, my family plans to gather in four months to unveil the headstone at my father’s grave. His was the funeral to which I will forever compare all others.

Here’s what I was mulling over on that car ride to Staten Island this week.

The ad industry is so obsessed with the death of the cookies used to track us, but it is rare that we confront the digital tracks our loved ones leave behind upon their passing.

Do we clear those footprints?

Do we set them in digital cement?

Do we designate who will care for our digital presence when we’re no longer physically present?

There are digital services that address some of these needs. For example, my former colleague Ann Marie Mathis-Almariei founded will-it, an estate planning tool to prevent the kinds of family conflicts that tend to arise after a loved one dies.

But how many of us can even name one of these services, let alone ever signed up for one?

How many of us even want to look for options like that?

How many of us want to tell those closest to us what we want to happen to digital wake, whether or not we plan on having a funereal wake?

While it might not be common to head out to a bar and discuss what you want people to do with your remains, the conversation does come up at funerals. I’ve been a part of a few such chats this month.

This one wants to be buried; that one wants to become a tree. A third muses about turning their ashes into a piece of jewelry. Yet another wants to be planted on her husband’s golf course so that he may receive a tax write-off.

But who tells others what to do with their blogs and podcasts? What about those social media accounts — and does anyone even know all the accounts you manage? Do you trust anyone with your search history? Are you okay with your cookies surviving you?

Do you trust anyone well enough that you’d give them access to this information while you’re still alive? If not, how and when would you share it?

Would you rather leave it all up to chance?

If you have a will, is any of this specified there?

If you have a living will, does anyone ever say what could be shared while you remain alive or when you depart for the hereafter? What about if you’re incapacitated, kept alive but unable to manage your digital presence?

Would you rather trust executors of a will to determine what happens with your car, home, heirlooms, and any worldly possessions than to give them access to your social and other digital accounts?

Oh, and what should happen with that Spotify year in review?

I’d like to end this with some grand reveal. “Whoever buys the most $CMO coins this week gets access to my social accounts when I pass!” That’d be a fun marketing stunt. Perhaps it’s even fitting. (Joe Jaffe, if you’re reading this, you can steal that for the $JAFFE coin.)

No, there’s no grand stunt here, or even answers.

As I’m pondering life, the universe, and everything this week following attending the funeral of someone I never met but whose presence continues to radiate across the universe and perhaps the multiverse, I’m left with a lot of questions.

Have you tried addressing any of this?

What will happen to your digital presence when you’re gone?

When’s the right time to make those plans and have those conversations?

Who do you even have those conversations with?

What’s going to happen to our own first-party, first-person cookies?

David

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WHAT TO READ:
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Recent content shared by Serial Marketers and friends:

Tech’s diversity debate, venture capital’s ‘mixed signals,’ and other tech news this week by Tanya Dua
Comscore Validates Thece Provided ROAS by The Consumer Engagement Company
New Foundlands & Better Mousetraps by Ronnie Lavi

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JOBS
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Keep checking out the #jobs channel in Serial Marketers for more. Better yet, subscribe to get updates from our job listing board. Here are some great opportunities shared in these places or sent to me directly.

METROPOLIS
Director of Marketing
Los Angeles, Nashville, Seattle OR New York City
Via David in the community
“The Director of Marketing will help build compelling storytelling to Metropolis’ prospective customers – both businesses and consumers. This person will develop and execute campaigns in support of Metropolis’ world-class Sales and Growth teams, and help elevate Metropolis’ brand as the leading provider of mobile commerce solutions to commercial real estate owners and managers. Ideally this person will have a CRM bent, but also flex into more brand-building activities. This role reports to the VP of Marketing. We are seeking a hybrid work model in the following cities: Los Angeles, CA; Nashville, TN; Seattle, WA or New York City, NY.”
Apply

TRIOSCOPE
Director of Community & Social Media
Remote
Via Kyle in the community
“This role is a contract position, starting ASAP. Trioscope is looking for a contract Director of Community & Social Media to lead digital community growth and social media strategy for an exciting new project. As the Director of Community & Social Media, you will be responsible for overseeing the development and growth of Trioscope’s Takeover World community. Takeover World is Trioscope’s first Open World, working directly with fans of takeover and car culture to participate in the development of a new entertainment franchise and giving them unparalleled access to the franchise production via NFTs and other Web3-enabled opportunities.”
Apply

ESSENCE
Associate Director, Data Strategy
New York, New York
Via William in the community
“Sitting at the center of our Data & Technology practice, the Data Strategy team’s role is to transform the way that our clients think about, organize and deploy data to deliver more timely, engaging and relevant experiences for consumers. This includes harnessing the power of first-party data in their marketing programs, deploying data partnerships to enrich their data, supporting them on the implementation of martech and ad tech to enable their data strategy, and providing hands-on help on the appropriate application of data in their media and creative programs. All the while ensuring that our clients remain future-proofed for the ever-changing consumer and industry data privacy landscape. As part of the Data Strategy team on the Google account, this role is focused on helping media teams generate insights from available data, and using it to design and implement compelling audience strategies. Utilizing first-party data, media buying platform research tools, and syndicated research tools this role will develop audience insights to better inform digital media plans for Essence Activation teams.”
Apply

INDIE CONSULTING
Digital Marketing Operations Consultant
United States/Remote
Via Molly in the community
“Indie Consulting is a boutique consulting firm with a fully remote team that services clients across the globe within the CPG, eCommerce, Travel and Wellness industries, providing digitally led marketing services. As an Indie employee, you’ll tackle unique and challenging problems alongside a team of committed and talented coworkers. The Digital Marketing Operations Consultant oversees all aspects of digital initiatives to ensure projects are completed on time and within scope. In this role, you will help the client’s marketing organization by shaping and delivering digital priorities, roadmaps and key work streams in partnership with digital hub lead.”
Apply

Also, check out the Serial Marketers job board.

Other job resources (see a full list here):

Beeler.Tech: Job listings for ad operations, programmatic account management, sales operations, and more.
Braintrust: A freelance platform where you are the owner and where freelance talent keeps 100% of the bill rate.
Built in NYC: Jobs at a range of levels and functions, as long as you’re okay working in this quaint, backwater hamlet.
Candidate: Featured marketing and sales jobs
Creative Women of Color: List yourself in the database and find talent, via Women Who Create
ExecThread: Senior roles spanning a range of verticals and cities; membership is free but fully vetted (this uses my referral ID to get you in faster)
Gently Ventures: Helps scale businesses by finding the right talent
Growth Collective: Apply to join this network of notable freelance marketers
Hearty: Get recommended by peers and be discovered
Hue: Amplifying voices of people in color working in marketing
Lunch Club: Match 1:1 around predetermined goals with accomplished professionals (free)
NYC Ad Jobs & Networking: A popular Facebook group
#OpenToWork: There’s a channel in Serial Marketers where you can share what you’re looking for
Pocit: A platform connecting people of color with jobs in the tech industry
Questions to Ask for a Marketing Role: What questions should you ask when starting a new marketing role or job?
Serial Marketers Job Board: Post regular and featured listings and subscribe for updates.
VC Job Boards: Aleph, Eniac Ventures, Pear, Sequoia, Union Square Ventures
Venwise: Submit your job interests here and get in front of their roster of hiring leads; select “Serial Marketers” under “How did you find us”

Do you run or enjoy other job listing sites? Let me know, and I’ll share them.

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A Living Will for Digital Media

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