DISCOVER

Every movement begins with a moment.

Brands: Think Before You Share

Posted 14 November 2013 12:00 AM by Lauren Clinton

Listen. I get it. The Internet is filled with adorable baby animals. Kittens, puppies, baby otters holding hands (I know you’ve seen that picture on Pinterest, too), cats sitting on Roombas dressed like sharks chasing baby ducks, a vast array of stampeding puppy GIFs — they’re all here on the interwebz. 


Cute animals = popular content, and it’s almost a rule of the Internet that you must like cat memes and cute puppy pictures to be here. In fact, Mashable recently posted an article about how cats and bacon together are ruling the Internet, with over 30 million monthly Google searches for “cats”— not to mention roughly 475,000 monthly searches for “funny cats” and “cat gif.” 

It’s the kind of content people like to engage with. They post about it, like it, comment on it and share it with their friends. Brands often post this kind of stuff, too. But why? For reach? For ultimately empty engagement in blind likes and shares from users who are learning nothing about the brand but just happen to agree that the picture of the puppy they posted is cute? Many brands don’t consider the fact that just because it’s popular content doesn’t mean it’s the right content. Yes, the saying that middle school students across the nation have memorized applies to billion-dollar brands, too. What’s popular isn’t always right and what’s right isn’t always popular.

The same idea applies to historic events, current events and pop culture. If you have to think for over 30 seconds about how your brand could jump into the Miley Cyrus conversation, you shouldn’t be there in the first place. Take a lesson from The Golf Channel’s “I Have A Dream” backlash and The L.A. Lakers’ September 11th content mishap. If it doesn’t feel natural for your brand to comment about a specific event or you don’t apply the right context to your comment, then you’ll likely be setting yourself up for social disaster. For most people, that threat is a huge deterrent — unless you’re Kenneth Cole.

The bottom line for brands: Don’t forget to connect the dots between topic and brand relevancy before joining a conversation in progress or chiming in using trendy and popular content. If you are Rachel Ray’s Nutrish (our very own client), then yes, please share that super cute pooch. It’s relevant (and adorable). Otherwise, take some time to evaluate purpose and connection before jumping into a popular topic. 

Have you witnessed any social snafus in which brands should have thought before they shared? 

  *Lauren is a Social Engagement Coordinator at Moxie.

Share:

Archive

Syndication

Tagcloud

#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities data tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary
×

PLEASE PROVIDE YOUR INFORMATION
TO DOWNLOAD THE PAPER.

Error: All fields are required.
×
THANK YOU.
YOUR DOWNLOAD IS NOW AVAILABLE.