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Be Careful What You Hashtag For
November 19, 2013
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As brands try to capitalize on the social space, perhaps the first step is to understand the essence of who you are and what you mean to consumers. Just because we can now push our brand on Twitter for a Q & A or use other social platforms to be seen doesn't mean it's necessarily a good idea.
Not every site, app or tactic is right for every brand. Case in point: J.P. Morgan and its planned Twitter chat.
Maybe at a point on the curve, J.P. Morgan could have pulled this off. But during a time when the company is settling with institutions over its sale of mortgage-backed securities during the housing market collapse resulting in billions of dollars in losses for investors, maybe this just isn't the time to hold a Twitter take over.
But they tried:
And instantly, hilarity ensued. People came out by the hundreds with snarky questions:
The sarcasm was so heavy and intense J.P. Morgan decided to shut it down:
The point here is to use this moment as a reminder that you can't force your brand somewhere socially where it doesn't belong or isn't wanted. We must always know the current image of our brand, its voice and consumer expectations, and work from that origin.
There must also be an ongoing built-in rapport with fans socially if you want to effectively pull anything off. A brand should have already earned the reputation as present and connected if it expects fans to exchange with it.
The social space doesn't care who you are, big brand or everyday person. There is no entitlement in the social space.
So when brands barge their way onto a platform or try to be too hip with tactics, they really do more harm than good. It's imperative that everyone be a consumer of social, use it and live it. It's the only way you can understand consumer habits and technology trends.
Trying to wing it socially will only expose you.
Smart brands know when to say something and when to stay quiet. They speak as though they are people - without losing the business sense that helped build the trust and capitol among fans. They also buy into the mantra, every person counts.
Audience perception has a bottom-line effect. And when you have a real handle on social, you'll find an increase in the positive image of the brand; a boost in the likelihood fans are trying it out, and recommending it to others.
The key is to know your brand's values, communicate them socially, and exceed expectation.
Easier said than done.
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