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
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.