Social Media Campaigns Timed with Current Events Can Make a Huge Splash

We have all heard it over and over, “Timing is everything”. Well, that phrase rings even more true in the realm of social media where viral videos pop up over night and different phrases trend for one hour with thousands of tweets. Tim Tebow’s game winning pass in overtime had the highest rate of tweet per second (9420 in one second). What I am trying to say is that sometimes it is easier to go with another events massive momentum than take on the arduous task of creating your own momentum to gain steam. There are some easy ways to do this, but like I mentioned you must time things well, otherwise, plain and simple, you will miss the boat.

How can your company take advantage of current events? Easy, keep an eye on events that are relevant in anyway and play off of what your products or services do in relation to the event.

Lets look back in recent years and see how a company could have taken advantage of major news in order to throw themselves in the mix somewhat:

2010 Copiapó Mining Accident 

In a mine in Chile, 33 miners were trapped in a mine located deep underground where they had been digging. The miners were all over world news as the media chronicled their fabled story of rescue. Many companies began talking about the miraculous rescues, donating money and services, as well mentioning how their specific services could have aided the miners. After the rescue, the whole world rejoiced and there was even more commentary about the incident and what revolved around it. Look at this picture of one of the rescued miners and tell me you are not immediately drawn to the Oakley sunglasses.

Rescued Chilean Miner wearing protective Oakley Sunglasses

This would have been a perfect way for Oakley to highlight that the Chilean Miners were using their product. They could have structured a social media campaign revolving around using Facebook and Twitter to raise awareness of the event, without even mention that the miners were wearing their sunglasses, because inevitably their target audience would notice. In order for this to have been effective, Oakley would have had to acted swiftly and cautiously as not to be seen as taking advantage of a potentially tragic event. After seeing that nobody was killed, I think it is alright to associate yourself with a miracle.

Kim Kardashian’s Divorce from Chris Humphries in 2011

The Kardashian weddings was one of the year’s most talked about events and the media was abuzz with all things Kardashian. The wedding alone

Well that didn't last too long

netted the couple around $17.9 million, which is totally absurd and makes me question the state of this great country, but that is for another day. Only 72 days later, the fakest marriage of all time was called off and Kardashian and Humphries were divorced. The firestorm and backlash that followed was tremendous. Almost overnight, the Kardashian clan went from the in-crowd to basically being piñatas. In my opinion this was a great opportunity for companies to disassociate from that socialite mentality and everything that is as shallow as that family. For example, your company could have tweeted, “John’s Oil, established in 2001, that’s almost 3800 more days than the Kardashian marriage lasted”. You get the idea. Be funny and be current. You may win some new fans and followers, and hopefully customers too. Just use caution here, because you always run the risk of offending someone and actually having the opposite effect and losing customers. Sometimes it is good to run ideas people who are less like-minded than yourself in order to gain a broader perspective.

All in all, using current events and the details surround with them, coupled with information about your company or services can be an effective method in using social media to market your company. As previously mentioned, use your head and try to imagine how your audience will receive the message, because a miss can sometimes be a huge miss; just ask Kenneth Cole . Make sure to do things in relatively good taste, because the internet has a weird with karma.

Justin Dignelli writes independently for Simple Strategies LLC, which is a social media strategy and consulting firm out of the greater New York City area. 

About Simple Strategies LLC

Simple Strategies LLC is a market-focused, process-centered organization that develops and implements innovative online marketing solutions for our clients. We use all the resources of the internet to meet your marketing needs and always bring a "customer first" approach to everything we do.

Comments are closed.

%d bloggers like this: