For marketers, there was no bigger story coming out of last year’s Super Bowl than the Oreo tweet. I don’t need to tell you which one – it has been analyzed, discussed and beaten to death in a thousand “social media case study” presentations since then. Leading into this upcoming Super Bowl weekend, there have been plenty of experts offering advice on how to make your brand “this year’s Oreo”… And I am going to disagree with most of them.
If your agency is worth paying, they already know how to spot an opportunity and quickly turn around creative. If you didn’t already, I’m sure that in the past year you have established a process that allows for quick client approval to move on these fleeting moments. The challenge arises when a brand, seeking a spotlight moment in social media stardom, tries to make itself relevant to every possible pop culture happening, whether it is or not. And when every brand starts to do that, the landscape becomes a noisy mess to which the very real human beings behind those RTs and shares will start to develop blindness and eventually simply reject. That’s not good for anyone.
It’s important to remember that for marketers, social media is the tool, not the goal. The direct communication opportunity you have with fans is an invitation to the party, so be a good party guest that they want to invite back again and again.
Wait For Your Moment. The Super Bowl may not be your moment. Maybe your moment is the Oscars or Pi Day or that-moment-that-is-coming-but-we-don’t-know-is-coming-yet. Social media, across all platforms, is a conversation. Be that charismatic person who pulls out a zinger with impeccable timing – not the person who won’t stop droning on about him or herself. If it seems like a reach, and the content isn’t entertaining enough to stand on it’s own, probably best to leave it alone.
Your Moment Can Come Anytime. Say your company makes bicycles – the Super Bowl may not seem like your moment, right? But if the star of the halftime show rides onto the field on two wheels – you better be prepared to jump in. (I mean, who could know that Arby’s would be the talk of the Grammys?) Always be aware of what is happening in the world and be prepared to react quickly.
Be Responsive to Your Win. If you have a great moment, it’s not the time for a mic drop. Be proactive in responding to fans engaging with your successful tweet or post, to best amplify the opportunity.
And as with all social media marketing, make sure that your efforts add value to the conversation and aren’t self-indulgent. Entertain, inform, assist, and most of all – be authentic to your brand and your communities.
Kathryn Perez-Fraga is Vice President, Social Media at Heavenspot, working with brands including Netflix, Twentieth Century Fox and Warner Bros on what’s next in social. Follow her on Twitter @katpf.