Careful What You Ask For

by Kim Stangle

Social media has given way to a new age of marketing where engagement is far more important than just pushing your message out.   Engagement is surely a great way to interact with your stakeholders, but doing so shouldn’t compromise the integrity of your brand or message.

Twitter has given us numerous examples of engagement-gone-wrong including two campaigns that started innocently enough: JP Morgan’s #AskJPM and SeaWorld’s #AskSeaWorld.

But, don’t be fooled.  Twitter isn’t the only way your attempts at interacting can go awry.  Some organizations are even bold enough to put their taglines or brand names in the hands of users.  What could possibly go wrong?

You could end up like the British Navy whose newest research ship is just votes away from being named RRS Boaty McBoatface.  Thanks to their brilliant “Name our Ship” campaign, the cheeky moniker leads all other user submissions.

I’m not saying you shouldn’t engage with your users, just be careful what you ask for.

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