Social Media Dos and Don’ts in the Face of a Brand Mishap

I’ve been thinking a lot about the evolution of social media as a method for brand communication. Specifically, how it should react in the event of a PR nightmare.

While more traditional advertising channels are rigid – TV/radio pre-recorded, print/billboard, pre-printed and placed – digital can be real-time and responsive.

And with that, comes the HUGE responsibility to do so.

Social can’t be all carefully crafted and canned like its traditional channel counterparts. Its fundamental premise begs of users to be quick-witted and casual, to provide an on-going, authentic dialogue that takes into account real-time global news and perceptions on brand.

Case in Point: Malaysia Airlines.

As a recent example, let’s consider how Malaysia Airlines (MAS) used social media before, during, and after the loss of MA370.

Before MA370 ever left Kuala Lumpur

All systems go. MAS used social media as you’d expect any airline to. They played up back-banter with happy fliers while trying to quell hot-headed tweets re: lost baggage and cancelled flights. They shared radiant photos from exotic flight destinations and high-impact, brand-affirming stories of engaged employees and loyal travelers.

Finding a new voice while trying to find a plane

A quick change in altitude. When Beijing-bound Flight 370 vanished without a trace on March 8^th, the airline’s social media profiles immediately swapped full-color logos and image-rich cover photos for solid bands of gray. The feel-good stories ceased with a clear, deliberate shift in intention from promotion to that of reporting facts and clarifying rumor.

Returning to protocol post tragedy (the tricky part)

Mayday-mayday!! MA370 is (still) a HUGE global story of human interest! 239 people are missing without a trace and presumed dead. What’s Malaysia Air doing? Asking its twitter audience to choose between a sunrise and sunset.

Wait. Those aren’t the same waters you lost a plane in earlier this year, right?

They’re also trying to launch and promote hashtags like #MHJourney and #MHMoments (where ‘MH’ is their IATA airline designator). What current ‘journey’ or ‘moment’ with MAS does NOT remind you of the missing jetliner?

Here’s a smattering of recent posts. You don’t have to be a professional comic to come up with dark, clever retorts to any one of these:

I’m glad SOMEONE had a smooth landing! #whereisMAS370
What QUESTIONS do you think #MA370 passengers should have thought to ask?! #BESTjourney How about the South Indian Ocean? “Memorable experiences” flying #MAS, that’s for sure!

Look, I’m a stone-cold Marketer.

I get why MAS would want to put this tragedy behind them and get back to the glamorous world of shameless self-promotion.

At first glance, it’s just disrespectful and in poor taste.

But beyond that, it’s also confusing. You want to ask, was marketing not clued in!? Do they not know MAS lost a member of its fleet a few months ago!?

It’s just naïve to be so brazen with the promotions in the face of a very recent, very clear product fail.

There are no definite rules here.

No algorithms to follow, plotting size of tragedy with length of marketing moratorium. We’re all learning as we go, praying we never have to make the call ourselves.

Still, here are a few down-and-dirty suggestions to start.

Draw a Clear Line

Communicate your intention to shift gears before you actually do it.

No one likes a blind-side. Hire a passionate writer to craft a rich letter or produce a heart-felt YouTube video and broadcast a final apology. One that honors the past, owns fault, and recommits to your roots with a promise to survive and thrive. Don’t forget to test for goose bumps.

Start Small

Before you decide to flip back on the promotional power grid, maybe consider first a feel around in the dark? Listen to social media. What’s the buzz and prevailing sentiment regarding your brand?

If it’s still hot with rage, delay.

And Build

When you finally do return to your “regularly scheduled program,” cut the frequency and soften the tone. Social media is rich with human emotion and your brand voice should come across the same; moving on but irrevocably changed by the event.

And whatever you do,

Don’t pitch softballs to all those cynical twitter super users and haters!!

Challenge every tweet. Comb through those 140 characters again and again, pressure testing for even the slightest chance someone might misconstrue intention or grab hold of a double-entendre and run with it at your expense. People love to kick ya when you’re down. It’s a pandemic and everyone wants their jab to go viral.

Social media in the face of brand implosion.

Can you think of any other examples of the good, the bad, or the ugly?

Have a great long weekend, everyone. :)

-DS

The 'real winner' at the Grammys was Arby's?!

Give me a break.

I can’t stand how news outlets feel the need to sensationalize everything.

Case in point: this week’s marketing/social media pubs.
Subject: An Arby’s tweet out to singer/song-writer Pharrell Williams.

In case you missed it:

Cute, right?

Sure. But Arby’s was by no means the 'real winner' at the Grammys simply because they tweeted about a hat. They didn't 'slay' anything! (Yea, those are how some of the headlines are phrasing it).

It was a reasonable association between brand and fashion statement.

It was on-point, cute, comical, and timely. I’ll give them that.

But, oh wow – the interaction went exactly as you’d hope one in twitter would.

Let’s be honest. Brands can be a PAIN to follow. Always talking about themselves – what’s new in THEIR world, why THEY’RE the greatest. Sort of like the worst humans you follow, right?

And try as they might to be cute and creative (some undoubtedly doing better than others), it all eventually boils back to self-promotion.

Because that’s what BUSINESSES (have to) do.

Arby’s is (still) just a fast food enterprise. 

Are we supposed to tip our hats to Arby’s (pun INTENDED) because in this particular instance, their aim was not directly business related or self-promotional?

…Because it felt human?

Why not just follow more humans!?

I wonder,

• How many new followers did it provide Arby’s? 
• What will happen with retention when they go back to non-stop product pitching? 
• And most importantly, how many more Beef ‘n Chedds did it sell?

You’re thinking, “Alright, grandpa – you are WAY too young to be this cynical about brands interacting on social media!”

Right?

OK, maybe I am being a bit too harsh.

We’re all marketers, learning to walk the social media tightrope together. The exposure cost seconds to place and pennies to craft, so who can argue with opportunity cost?

It’s just that so many other brands have done it before – they’ve broken character, provided modest laughs, we all move on.

It’s not a new tactic, just Arby’s turn to hit the tenderly-tossed softball!

And just to be clear, I’m not against brands getting cheeky with customers online.

Tweets from businesses can be casual and conversational. They can be cynical, callous, or coy. They just have to jive with the brand they represent.

Of all communication channels, social media is the most anthropomorphic. It should be your brand, PERSONIFIED!

But just like the best characters in literature, movies, and TV, I expect solid, thought-out, consistent (twitter) character development!

Not loose comedy, once in a million tweets.

Ya with me!?

TGIF
-Daniel :)

 PS: and pubs, don’t give me that bull about it being a “slow news week” – we’re DAYS away from Marketing’s biggest stage! (rants and raves on Super Bowl strategies to come)

Are we having 'FUN' yet, Hallmark?

Damned if you do and damned if you don't...

WAIT. Now that it’s November 1; can I talk about the holidays without an onslaught of verbal spars from my “IT'S TOO SOON” crew?

...Even still, don't.

 
The card slinger found itself in hot water this week for creative liberties taken with ‘Deck the Halls.’

Fun? FUN apparel?! It’s Christmas time and I want my apparel GAY!

What took so long, news media?

Seriously, a friend and I saw this ornament back in September, shook our heads at the blatant attempt to play it safe, turned and said to one another, “you KNOW there’s gonna be a shit-storm!”

Just when I thought they were in the clear BAM! It’s everywhere on social media.

So Hallmark spoke up, pointing out that the lyrics for "Deck the Halls" were translated from the Gaelic long ago and that the "gay" of the 1800s isn't the "gay" of 2013.  Such "multiple meanings," the company said in a statement, "could leave our intent open to misinterpretation."

Well excuse me, but today’s holly-jollies don’t use the terms “don” or “apparel” either. By that logic, let’s REALLY refresh the line for modern idioms:

Now we wear our festive clothes!

But that wouldn’t sell ornaments, now would it?

I don’t blame Hallmark.

All too often we hear stories of brands offending one group or another through omission, mixed meanings, or varied interpretation – and every time I ask myself “how could NO ONE have seen this coming? Seriously, NOT A SINGLE PERSON challenged this in the design phase?!”

Hallmark went to the other end of the spectrum, but in doing so, is being accused of the same – homophobia (through omission).

What’s offensive (and what’s not).

When people see something they don’t like and say “that’s gay” – THAT’S offensive. Because ‘gay’ is being substituted in negative connotation for ‘dumb’ or ‘stupid’.  But ‘gay’ for ‘fun’? I can live with being fun – and besides, IT’S STILL WHAT EVERYONE SINGS. Even little kids at the school Christmas program.

You want to sell a piece of holiday memorabilia but first you want to CHANGE everything that makes it authentic?! You are now marketing a typo.

If I were Hallmark…

And boy, don’t I wish I were! (Seriously, when I’m done working for the man, I’m opening up a small card and gift shop; it’s my favorite type of retail).

…I would have retooled the whole project. The very first moment the lyric was brought up for discussion I would have scrapped words all together (it’s a sweater, it says apparel – get it? Cute, right? No – it’s weak anyways).

Instead, I’dve played up the garish embellishments. It’s a tacky sweater, right? Well then, let’s make it as tacky as possible! Ugly sweater parties are all the rage these days – people will buy it to commemorate parties both attended and thrown. And who knows? If the inventory flies from the shelves, it might be the start of a new annual “ugly sweater collection!” Each year, one tackier than before! Ones that light up and play music, the opportunity for product line extension would be ENDLESS.

…But no.

Instead, it’s a cheap resin footnote on the 2013 “Holiday DON’T” list.