PR TIMES AFRICA PRTimesAfrica (March 2016) | Page 51

SOCIAL MEDIA CONTENT
VS TRENDING TOPICS:
THREE TIPS TO CREATING MEANINGFUL POSTS
“Why in the world did they publish this piece of
content on social media at this time?”
I often ask myself this question while browsing
through the social web. More often than I care
to see, brands are posting content and running
ad campaigns on social media that are just in-
appropriate during a particular moment in time.
Example: A tweet with a 20% coupon for rain gear
during a category five hurricane.
As a digital strategist, I know how tempting it can
be to jump on the latest news and ride the trend-
ing wave. After all, we are living in a world where
attention spans are continually decreasing.
What we tend to forget is that while capitalizing
on trending topics can be an easy way to create
awareness, it can also have consequences. Cri-
sis situations where lives have been lost or are in
danger are simply a no-go for social media con-
tent other than expressing genuine sympathy.
Even with news that is not so overtly critical there
are still risks. A particular news item or event
may not offend everybody, but may deeply offend
a small yet vocal group of individuals. In some
cases, the content posted was part of a brand’s
planned marketing efforts and was never even
intended to be “real-time,” but just happened to
By Lucas Mohr
coincide with a moment in time that renders it
highly inappropriate.
With that in mind, here are three tips to keep in
mind before you post a trending piece of content:
1. Know What’s Going On:
Always have an eye on (planned) campaigns and
other communication activities. Talk to your col-
leagues and ensure that all information is in the
right hands. Stop or delay activities immediately
if necessary.
2. Double (then triple) Check:
Sometimes the idea of capitalizing on a trending
story can be really intriguing, and social media
demands that we act fast, BUT, the best approach
is to take a breath and think twice before acting
. Having at least one other person look over your
idea before you put it out there is also recom-
mended—especially if you are not 100% sure.
3. Be Prepared:
In the event an inappropriate piece of content
goes out, be ready to pull the campaign and apol-
ogize. The sooner the better. Have an issue and
crisis plan at the ready so you can act fast.
Culled From: http://blog.ketchum.com
51 | PRTIMES AFRICA MARCH 2016