Marketers: Think Twice Before Sending a “Super” Tweet this Sunday
Posted by Lee Lubarsky
It’s been almost one year since Oreo came up with “The Tweet Heard Round the World.” When it comes to social media marketing, we still hold the Oreo example up as the Gold Standard – the cream filling of the crop if you will. The reason why shouldn’t be surprising. Since last year’s blackout-induced tweet, brands and individuals alike have tried to jump on buzz-worthy topics in an attempt to become part of the conversation in real-time. And, by and large, they have failed. Today’s call to action? To quote former NFL head coach Herm Edwards, “Don’t press send.”
As an industry, can we agree to be more judicious in our use of real-time marketing? Let’s not try to force lightning into the bottle. Examples of #TwitterFails are so common that BuzzFeed could have a section dedicated to them. And it isn’t limited to sporting events or real-time news.
AT&T was forced to apologize for a fairly innocuous tweet in remembrance of September 11. SpaghettiO’s raised the ire of the Twittersphere when it asked followers to “take a moment to remember #PearlHarbor.” While neither brand tweet was offensive, the general feeling was the brands were using national tragedy remembrances as marketing hooks and inserting themselves into conversations where they weren’t a natural fit.
This is a call to action to rethink real-time tweeting and consider your long-term marketing strategy instead. What is my bigger brand message? Does this ladder up to a longer-term strategy? Does it make sense for my auto/soda/beer/dog food company to be tweeting about Peyton Manning shivering in the cold? If the answer to any of those questions is no, don’t press send. To paraphrase Abraham Lincoln, “better not to post a meme and be thought a fool than to hit send and remove all doubt.”
So to all of the marketers and brand managers and social media teams and anyone else who will be watching the Super Bowl and waiting for this year’s magic moment, take a moment to learn from those that have come before you. That doesn’t mean scrapping your social media strategy altogether, but be aware of the pitfalls of jumping into situations with content that isn’t true to your brand. Everyone wants to be the next “dunk in the dark,” but no one should risk being the next #TwitterFail.