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Are Brands Ready to Play the Twitter Game?
By: Janet Kalandranis
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It’s all about the Twitter mentions these days; those brands that get a cool mention and it somehow snowballs into something bigger. The positive impact of these mentions is definitely fleeting, so part of the game is being at the right place at the right time. Or having a team that watches 24/7 for brand highlights on the social media platform. Because, believe it or not, there are brands that receive free advertising with a positive mention, but never truly capitalize on what they’ve been given. It’s shocking, but also quite common. Not all brands are ready and capable to play the full Twitter game.

The night of the President’s State of the Union address, there was no lack of conversation on Twitter. Many were talking about the President’s message or even recapping for those who weren’t tuned in. But the real gem of the night was Florida Senator Marco Rubio, who took an awkward gulp of his Poland Spring water in the middle of a response. This simple little action started a chain reaction of tweets that culminated in the Senator himself joining in — for free. That’s right; the Poland Spring brand was front and center during the State of the Union Address, all for one little sip of water.

This is great news for brands. All brands want to dominate the social media world even if it’s just for a couple of minutes to capitalize on the conversation about the brand. However, Poland Spring was silent. With a Twitter account that is pretty much inactive, there were no retweets, no conversations started, no sharing, and no replying. So although the brand was able to benefit from the Senator’s social media integration, the brand stood by and watched. This can be equated to an outfielder watching as a fly ball lands next to him while he stands still. It’s shocking, it’s bad marketing...but actually quite common.

Not all brands have the funds and resources to be monitoring their social media accounts 24/7. And if they do, many of them have not made this capability a priority and therefore may not know how to respond. So instead it's dead silence. That’s not a brand win. Brands need to accept that social media is a part of today’s world and they have to learn the technology, embrace it, and fully understand how to reap the benefits of any free mentions that may come along. Otherwise mentions come, mentions go, and nothing new is gained. How sad would that be?

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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