We’ve seen this trend all too often on social media: brands trying to connect with a wider audience through the use of a hashtag or some other kind of social media campaign that ends up having an all-too-foreseeable negative response.
Hashtags are an incredible way to create trends on social media and an easy way to funnel outreach to your posts, but that attention can get out of control quickly if not executed properly. Just look at the NYPD, SeaWorld, and other campaigns.
We know that these brands had good intentions — or at least we hope they did — but the execution and overall planning of these campaigns could’ve used two, three, maybe ten points of approval before they were sent off into the social media unknown.
Brainstorm
We’re no strangers to the conference room brainstorming sessions, and you shouldn’t be either. Social media hashtags may seem like an innocent-enough endeavor to accomplish quickly, but in order to really connect with your audience, your hashtag and its purpose need depth and the ability to create a lasting, positive impression. Brainstorm in advance to come up with a wide variety of good ideas, and make your session even more productive with these tips.
Play devil’s advocate
Acknowledge the potential backfiring that could happen if and when the campaign takes off. During your brainstorm, think of ways that your campaign could be misinterpreted or abused by the general public. E.L. James, author of “Fifty Shades of Grey,” could’ve used this tactic before she launched her #AskELJames Twitter campaign.
#AskELJames I need advice on making a BIG romantic gesture. Should I put a GPS tracker in her phone and make threats if she tries to leave?
— Liam Died-en (@LiamDrydenEtc) June 29, 2015
Somewhere, there is a PR/social exec frantically searching the #AskELJames tag for questions she can *actually* answer.
— Laura Thomas (@_eltee) June 29, 2015
Any time you step into the social media world, you’re no longer just speaking to your audience and those who admire you, you’ve opened yourself up to anyone able to see your post after a quick like, share, or response. Think of these outcomes ahead of time, and ask yourself if the juice is worth the squeeze. If the cons outweigh the pros, maybe it’s time to go back to the drawing board.
Know your brand, every aspect of it
Obviously, Donald Trump isn’t America’s favorite politician (Celebrity? Politiceleb? OK, we made that up.) — so maybe using such a public outlet like Twitter to do a Q&A wasn’t the best idea (Sound familiar?). Trump ended up answering only about eight questions, likely because the majority of the questions asked were not serious, and had absolutely nothing to do with his political campaign.
So a Muslim, a woman, and a Mexican walk in a bar, who's rights do you alienate first? #AskTrump
— Allie♛ (@Anoudaldosari_) September 21, 2015
#asktrump As the head of Slytherin do you feel your association to Voldemort will hinder your chances at becoming the muggle president?
— Rob Eric (@roberic1) September 21, 2015
On the other hand, a brand like Starbucks was a little too overreaching and optimistic about how exactly the #racetogether campaign would impact its baristas and customers. People get coffee in the morning before work — in a hurry. That’s why Starbucks has drive-thrus. Early-morning conversation is rarely on customers’ minds, and asking their thoughts on “white privilege” before 7 a.m. is a little aggressive, despite the intention.
Own it
If on the terrible, unfortunate chance your brand does commit a social media mishap like these, don’t run and hide in embarrassment. Your audience will have more respect for you if you own your blunder and do so in a way that doesn’t attempt to erase the campaign’s footprints. Starbucks’ SVP of Global Communications, Corey duBrowa, initially deleted his Twitter account after the failed campaign, but soon after reactivated and sent out this explanation. While his initial response was absolutely the wrong thing to do, he still addressed what happened and why decisions were made regarding the launch of the campaign. If a situation like this does happen to you, use the latter part of duBrowa’s response to the situation to guide your own. The failures will probably stick around, and there’s no way to prevent that, but it’s not like Starbucks’ customers aren’t still grabbing their Venti dark roasts every morning.
Hurrdat is a Lincoln, Nebraska, digital marketing agency specializing in social media and content marketing. The company was founded in 2010 and merged with B² Interactive of Omaha, Nebraska, in 2014 bringing even more digital marketing specialties to both firms’ clients. Together they provide a full range of social media, SEO, and website development services to both national brands and local clients. The companies employ more than 80 people in Nebraska and have won multiple awards for their business efforts, company culture, and clients’ campaigns.
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