Social
media, by the headlines in the trade press and the regular press, carries some
hefty negatives for brands which engage in it.
Just yesterday Dunkin’ Donuts was caught out by a tweeted image of the Liverpool Football
Club’s emblem which had been edited to be a bit of a silly Dunkin’ style
graphic.
To
do so they edited out the Eternal Flames on the emblem which commemorate those
killed in the Hillsborough disaster.
Not
the wisest of decisions.
With
the internet being what it is, any mistake made by a brand can be captured and
repeated and paraded across the world in moments – instant tsunamis of
disapproval sweeping away months of built-up good faith.
This
pattern has played out across multiple channels, many brands, and is simply a
part of the fabric of social advertising at the point.
But
why do brands take on the risk of such a fast-paced media? It’s not as though
they gain much out of it. It’s rare to see many brands using social media for
the purpose of direct sales. Most of the time it’s simply for branding
purposes.
The
answer is, to a large degree, to remove a negative.
Social
media isn’t generally much of a positive. But the absence of social media is a
real negative for brands which ignore it. It’s as much to show face as to show
an attractive face.
As
with the Burberry case earlier, being in control and being consistent in your
brand voice are key. Social media is about defending your brand and not ceding
the territory – either to other brands in the market or to negative perceptions
of a poorly done and underfunded social presence.
Now,
of course there is the viral quality of social media. This can cut both ways
and can be a huge benefit in terms of awareness, certainly if you’re a large
brand. But it’s hard to build a campaign around a hypothetical viral success,
especially now that every brand and its mother (parent company?) are trying to
do the same. These things have a limited predictability.
So
how do you consistent succeed at social media? Again, it’s all about removing
negatives. Successful social media is in large part simply about consistency,
and thoroughness. Slipping up is both more likely and more dangerous. You just
have to be careful, constantly.
Which
is why brand social media is generally either dull or wildly controversial.
Which
is why brand social media is so often just a game of damage limitation.
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