Do you remember the days when social media was a 9-5 activity? Neither do I.
But some brands treat it as such, only scheduling content during work hours (presumably by posting in real-time), going dark on weekends and reacting slowly (if at all) to current events.
Then Oreo happened. Well, actually it was the Super Bowl that happened but it was Oreo who catapulted to the top of the social media world with this post.
This, minutes after the lights went out – designed, written and approved by 360i, Oreo’s agency.
Suddenly, a lot of lagging brands understood it, as if the lights went on in more places than one.
But live-tweeting popular events isn’t a holy grail of visibility for your brand. In fact, during that same blackout, several brands got caught flat-footed having scheduled posts that were more confusing than effective during the suspended play. (One brand even tweeted “Now THAT’S a play” 27 minutes into the blackout…)
If you aren’t sure brands are trying to capitalize on major events and breaking news, look no further than your Twitter feed during a live event. What you’ll see as an astronomical number of brands trying to take advantage of the trending hashtags and shamelessly promote their brand, often with little or no relevance to the event itself.
Others, have the right idea in mind but their execution is poor. You can often identify brands who intrust their social properties to the wrong people.
Many people organize their Twitter followers into ‘lists’ as a means of sifting through the chaos. During the Oscars last month, I noticed one of my lists was particular active. No, it wasn’t the list called “Famous People”, or the one titled “Movie Pundits”. It was the one called “Brands”. Virtually every big brand I followed was trying to get in on the conversation, and shamelessly at that.
What’s clear is that these brands had realized the potential for impressions during such a highly talked about event and shoved themselves right into the conversation like a loud-voiced third wheel. That’s right, they tweet-blocked my #Oscars feed.
While some of them did it right, and some of them did it horribly wrong, it all seemed moot by the end of the night when once again, the brand who emerged victorious was not following suit but changing the game: Samsung.
Samsung has said that Ellen’s now infamous selfie was taken of her own volition, but the positive buzz it created was undeniable.