Thankfully, we are now in an age in which we know about events as they happen, as opposed to years ago when we would only know via the next morning’s newspaper. Social media has continuously been a driving factor in bringing important stories to anyone and everyone.
When social media marketers promote their brands on Facebook, Twitter, and other platforms, they need to keep the NOW in mind when creating content. Sometimes, the news is to their advantage, while other situations raise the need for delicacy.
Of course, incorporating trending topics is always a great way to boost engagement. Whether it’s #MerryChristmas or #ThrowbackThursday, joining a universal conversation can be very helpful. However, keeping your brand relevant isn’t only about spreading good wishes. Sometimes, marketers need to watch the top news stories to learn what NOT to talk about.
A perfect example of this would be when Amazon advertised a bowl decorated with the words “Cereal Killer” on their Facebook and Twitter. Unfortunately, this update published right after the Pulse nightclub shootings in Orlando. As you could imagine, the feedback was not so great. It was a case of writing the wrong post at the wrong time, surely a mistake, but it’s still a lesson to all marketers. We have a responsibility to our readers and brand to steer clear of sore subjects and stay aware of what’s happening in the world.
As many marketers use scheduling tools to stay ahead of the game, we need to keep in mind what we have ready to send out. If something happens that may put certain content in a negative light, you better “stop the presses.” As always, be sure to steer clear of anything political, religious, or controversial, unless you’re willing to put out a firestorm.
While “keep things light” is a nice mantra to stick to, sometimes even the smallest comment could cause problems. If this kind of situation does happen, don’t ignore it. Offer a public apology and see to it that it doesn’t happen again.
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