Why You Want To Always Be 'On'
February 10, 2015
If you spend time on any social platform -- especially during live events -- you know the great snark that plays out in real time.
There was plenty of it during the Grammys, like poking fun at Rihanna's dress. You'll see her big puffy pink dress in the front row here:
And the hilarity kept going even the next morning with Prince and one of his Grammy's facial expressions:
There are really funny people in the social space, having a good time in the moment.
Yet for brands, this kind of humor doesn't always happen. There are all kinds of reasons for this; with the main one being that to be truly funny is not easy. But when a brand nails it and owns the right moment, it is pure excellence.
The exchange you are about to see is from rapper Iggy Azalea and DiGiorno Pizza. It exemplifies why it's so critical to always be "on" as brands:
Once again, a prepared brand showing us what it means to pay attention and look present in real time.
Papa John's apologized in real time to Iggy, but that's not what people remembered. The fact that DiGiorno Pizza was on it and had such a perfect response is something we can all learn from because we're all in highly competitive situations.
It's moments like that where we have opportunities to be more than just a brand tweeting in real time. We can show character and that we're connected.
One opportunity that any music brand could have jumped on during the Grammys was when "Who Is Beck" was trending nationwide. Did you see this?
There's your moment as your audience's preferred musical outlet to step up, have a little fun, and educate the younger generation. This isn't about using that "But we don't play Beck" excuse for not being in the moment.
You're entertainers, so dig into those provocative skills you use every day to entertain people on the air, and share something that puts you ahead of the conversation -- making you highly memorable in that moment.
This starts with having a system of online listening in place: a trained ear so you can hear people more than you speak. And when that system is refined, you will start owning opportunities -- rather than having them unknowingly slip by.
There is also one more piece to this that is critical.
Not everything is an opportunity.
While you need smart, perceptive people in place that have the ability to create anything from content to comebacks at a moment's notice, you also need an equal amount of discipline and honesty rather than raw, unmanaged creativity.
If the tone of your "comeback" does not make immediate sense, is not relevant to the topic, and dulls excitement for a brand trying to be in the moment, you'll do more harm than good.
Smart brands know when to say something and when to stay quiet.
- They are in tune with their current image, its voice and consumer expectations, and they work from that origin.
- They speak as though they are people, without losing the trust and capital built up along the way.
- They believe every person counts and work continuously to earn a positive exchange with fans.
Stepping up and owning moments can have a bottom-line effect.
When you have a real handle on social interaction, you'll find an increase in your brand's positive image, a boost in fans sampling the brand, and more recommendations to their friends because you were so good, they couldn't stop tweeting about you.
I hope you'll make plans to join us for Worldwide Radio Summit 2015 in Los Angeles, April 22nd -- April 24th. I'm in the process of building a must-see, learn from session.
Just remember, the key to real time interaction for brands is that your thoughts or content must exceed expectations.
Reach out to me anytime on Twitter @lorilewis.
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