I am amazed at times at what brands feel appropriate to post about and engage in on social channels.
A solid strategy should outline what you should be posting about. That should be places you can make emotional connections to an already-active social community in and around your product, offering or service. Anything outside of that is strategically off base.
Holidays seem to be the times where every brand feels they need to give a shout out. Because everyone appreciates a good “Happy Holidays” from a hotel chain or a clothing company. We all know this comes from a sincere spot in the company’s heart, right?
Even more interesting are the times that a tragedy defines a day. #BostonStrong was a social movement that most everyone remembers. For many it made them, personally, feel better to engage in it by using the hashtag. It made the country smaller. We all cared about that city and wanted Bostonians to know we were behind them and proud of how they acted. How does a brand feel that way? A brand that may have a store or few in the city. A brand that may sell things there. But really? Is that the right time or place for a company that is obviously in social channels for marketing to make a statement? I say no way.
The trend extends into the urge for brands to be relevant in the moment. Twitter is where most of this happens. Community managers cannot fight the urge to dive in on Trending Topics. Many times not knowing what they stand for or who “should” be engaging in conversation.
Case in point is #WhyIStayed. When the spotlight was pointed to the issue of domestic violence many use this as a platform to help themselves and others. To help them have a discussion about what happened to them and why they stayed. The point I am trying to make is not anything about how that played out but the fact that mistakes were made by brands trying to engage. Below is the DiGiorno mistake. The brand manager had no idea what it stood for and dove in. Crazy-bad mistake. But this is a trend.
#WhyIStayed – Digiorno http://www.buzzfeed.com/ryanhatesthis/digiorno-whyistayed-you-had-pizza#cgwnf2
So I ask all of you brands to stay in your lane. Talk about what is relevant to you AND your consumer. Stay in the place where you have expertise and can be of use to them. That is not in #BostonStrong or 9/11 or breast cancer. The only caveat is if you are DIRECTLY tied to those causes.