The need to show relevance – and restraint
Social marketing strategy is about staying relevant. We advise clients to add their voice and content to hot topics – when it’s appropriate. Sounds obvious, yes?
But look around and you can see big brands that comment on every trending topic out there. Sure, it’s nice to make it to the top of Twitter timelines and be seen by more potential followers, but it requires diligence and discretion – attributes that easily get lost in the chase to keep up with real time trends.
How DiGiorno pizza got burned
DiGiorno Pizza is one of the biggest players in the twittersphere, with a witty, responsive, and relevant presence (as a rule). They have a smart-alecky, wise-guy voice and they tweet non-stop and comment on trending topics. In addition to sports games and awards show commentary, they even live-tweeted the Sound of Music.
But the practice of diving into as many trending topics as possible recently backfired on the DiGiorno’s social team. They accidentally made a humorous tweet about pizza and attached the #WhyIStayed hashtag – which was referring to domestic violence in response to the Ray Rice scandal.
After a huge corporate social fail, there are different ways of handling the situation. Some companies choose to simply go dark. Others will delete a tweet/post and pretend it never happened. After they joked about the social upheaval in Egypt, Kenneth Cole made an apology and then waited for the next news cycle. DiGiorno also made a couple major apologies and tried to respond to each person who was offended by the post. They have not tweeted again since apologizing for the incident, which took place in early September.
While DiGiorno’s response was the most appropriate for them, most companies don’t have the manpower to devote to individual responses – especially if they have 82k followers.
How to sidestep disaster
Strategize on voice. While developing your social strategy, discuss what the voice of your company should be. Make sure it is in line with your corporate values and brand reputation. Are you going to be witty and funny about anything in pop culture or will you focus only on industry-specific topics?
Research the context. Even if it means your tweet will take 15 minutes longer to be sent, make sure that you research a topic before posting about it – especially trending topics on twitter.
Test it on teammates. A tweet that seems innocuous to you could be offensive to someone else. Take a few minutes to ask your co-workers what they think. Asking 3-5 different people should let you know if there are any potential landmines.
As always, we are here to help with your social strategy… contact us if you have any questions.