How To Respond To Current Events On Social Media
After the recent death of Queen Elizabeth II, many brands took to social media to pay their respects. (Zavy’s Radar tool is showing 24,505 posts in Australia and New Zealand alone!)
Some of these were meaningful tributes from relevant voices to the United Kingdom’s longest serving monarch. And some… were not.
Pizza chain Domino’s, sex toy supplier Ann Summers and iconic early-2000’s animated amphibian Crazy Frog were among the raft of brands now facing backlash for what many perceived as ill-advised tributes from brands that – perhaps – should have stayed out of the conversation altogether.
Using your brand’s social media to weigh in on current events of the moment can be a great strategy to engage your audience – when done well. But these examples show just how wrong it can go – causing major damage to customer trust and goodwill in the process.
We’ve pulled together some top tips for how to leverage key moments in the news – including some guidance on when to weigh in and when a ‘dignified silence’ is perhaps a better approach.
1. Consider the opportunity
No doubt about it: social media is all about joining the conversation. People are already talking about things that they care about – joining them can be a great way to boost your brand and show your audience that you care about the same things.
There are some great examples of this done well: just look at this post from Oreo capitalising on a power outage during the US Super Bowl way back in 2013.
Here, Oreo shows how a timely post on social media can foster audience connection and engagement with a brand.
What’s more, the humorous tone of voice hits just the right spot – mainly because the 30-minute power outage wasn’t a particularly serious crisis – while still staying true to what Oreo is about: selling cookies.
If you think your brand has something to add to the conversation, capitalising on a moment can be a great idea – just make sure you think carefully before hitting post.
2. Remember who you are
There’s lots to be gained from weighing in on a conversation currently happening in news or online – but where we see this done most successfully is when it’s a brand talking about news relevant to their industry.
If the current event or moment seems far removed from what your brand would normally talk about, you would be wise to take extra caution.
A drink supplier talking about the value of a refreshing beverage in a heatwave? Right on.
An international pizza chain talking about the Queen’s death? Not so much.
It can be tempting to jump on the bandwagon of the latest trending topic on social, but if doing so isn’t a natural fit with what your brand is about, then you may be best to stay clear.
This is especially true if you are weighing in on a serious political issue or sombre cultural moment – you may run the risk of doing more harm than good.
3. Listen to the conversation first
There are times when your brand may choose to respond to a cultural moment or take a political stance – we’re seeing this more and more with brands choosing to position themselves in movements like Black Lives Matter and LGBTQI+ issues.
However, these decisions need to be careful and strategic – avoid jumping in on social media before you’ve had time to think about how this approach aligns with your wider vision and values.
It’s important to keep your audience front-of-mind and find out as much as you can about an issue before you share your thoughts. This is especially true when responding to a moment in the news cycle: remember that your audience may have a wide variety of views, responses and emotions.
Figuring out what your audience is talking about – and how – is where a social listening tool like Zavy’s Radar can come in handy.
By being aware of what online conversations are happening in your industry, you can better understand the conversations your audience is having and how your competitors are responding – and tailor your messaging accordingly.
4. Track how people feel about you
The Zavy Score is a simple way to measure your brand health on social media. It’s a single metric to track your performance, improve social media engagement and compare your success against the competition. It’s a great way to understand how your social media brand building is going – the higher your score, the better!
For a deeper dive, use Zavy to look at your audience’s sentiment on each of your social posts. This will give you deeper understanding of what resonates with your audience – and when it’s safe to take some risks.
Zavy also lets you compare your posts and sentiment to others. That means if you’re thinking about making a post reacting to something in the news, you can look at how people have received similar posts in the past – from both you and your competitors. If certain types of post are performing strongly and delivering engagement, you can incorporate those into your future planning.
In all these ways and more: Zavy can help you take the temperature of the social media conversation and make more strategic decisions than ever before.
Latest News
‘The Penny Has Dropped…So We’ve Supercharged How Brands Plan, Book And Measure In One Place’ – News Corp’s Lou Barrett On D_Coded
As a cookie depreciation tsunami slowly approaches, News Corp is sharpening its audience intelligence platform, Intent Connect, with AI tech that enables advanced data collaboration capabilities through planning, booking and measurement. Managing director of client partnerships Lou Barrett tells B&T it’s about future-proofing clients’s digital marketing plans. At last year’s annual D_Coded event, News Corp […]
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Agency Lead Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.
Cricket Australia Appoints Special As Creative Agency For Men & Women’s International Series
Special wins Cricket Australia's creative. Here's hoping they don't get Thomas Keneally to do a poem of 'C'mon Aussie'.
‘Do I want Kids?’ – Laura Henshaw Asks Just That In Latest Podcast
Whether you have kids or not, just know that if you do, it's no lie that they poo, vomit & keep you awake all night.
R/GA Australia Appoints Marie Conley As Executive Strategy Director
Marie Conley returns from the UK after 12 years to take up new role at R/GA. Immediately flabbergasted by house prices.
Zenith Australia Hires Penny Shell As Strategy And Product Lead
Unfortunately B&T refrained from using "the Penny has dropped at Zenith" in this headline. We apologise in advance.
‘It Takes a Village’: New Industry Support Group For Working Parents Launches
Here's a top industry initiative to help adland families. Sadly, no tips on mummy using the F-word after losing a pitch.
Belinda Rowe Unpacks The Forces Of Discrimination That Lead To A Lack Of Diversity In Leadership Roles
With an enviable resume in tow, Belinda Rowe reveals why our boardrooms aren't as eclectic as they really should be.
Marketing From The Cockpit: How Creativity Transformed AB InBev From A Brand Buyer Into A Brand-Building Powerhouse
Do you find American beers watery, insipid & bland? This conference would have been the perfect platform to heckle at.
Cebu Pacific Launches Campaign To Showcase The Philippines As Major Destination For Aussies
In case you needed another reason to visit the Philippines.
Elon Musk’s X Corp Defeats eSafety In Federal Court
Is it just B&T or is Elon Musk slowly morphing into Darth Vader minus the chokehold?
TV Ratings (12/05/2024): Framer Brings Home The Bacon
Lovelorn famers continuing to do good TV numbers. As desperate roof tilers & abattoir employees say "what about us?"
Starcom Pips PHD & Kaimera To Win Gold At Nine’s Agency Games – Check Out All Of The Photos And Coverage Of The Event
Starcom proves the top agency at Nine's Agency Games. Thankfully, no one has asked for urine testing either.
Zitcha Solves In-store Retail Media Measurement With Game Changing Venvee Partnership
Does your in-store retail media measurement resemble a kitchen draw with the screwdrivers & plastic bags? Help is here.
Menulog Delivers More Beef Than Drake and Kendrick Combined, Via Thinkerbell
This "more beef" ad could have also used William & Harry, Oasis, and Bruce Lehrmann & just about everybody.
Komo Tech Announces Landmark Partnership With Fanatics Events To Revolutionise Live Event Experiences
This partnership promises to "revolutionise live event experiences". Hopefully it doesn't alert any sniffer dogs too.
SCA “Disappointed” After ARN and Anchorage Capital Withdraw Takeover Bid
ARN's bid for SCA trips up at the final hurdle. It's also unclear if other states will have to suffer Kyle Sandilands.
About Bloody Time – News.com.au Campaign Secures Win For Endometriosis Sufferers
News.com.au puts aside its passion for 'China set to invade' & overcharging Sydney cafe articles to do some real good.
Fast 10: B&T Talks Brand Rituals, Keeping It Fresh And DE&I With Affinity Media’s Angela Smith
B&T's probing Fast 10 is so quick it's liable for double demerit points on public holidays.
FriendlyJordies Journalist Calls The Police After Allegedly Being Informed Of Gangland Threats By ABC Reporter
What's better than a Walkley Award for journalism? Getting a hit put out on you by a Sydney underworld drug gang.
Two Iconic Brands Seal The Deal With Exclusive Strategic Partnership
Wonderfully, a horse turned up for this press photo. Better again, everyone went home with some manure for their roses.
JCDecaux Wins Tender To Retain Sydney Airport
Shopping at airports has always been a paradox. On one hand there's the duty-free, on the other there's $24 schooners.
QMS Adds Hills Shire To Sydney Network
Forget the hills being alive with the sound of music, as Sydney's Hills district comes alive with new outdoor.