October 11, 2017 By Zak Mehan
This week in social media….well…where do we start? It seems like social media managers around the world were having a rough go at it. But hey, at least we can learn from some of their mistakes?
First up: Dan Scavino Jr, who inadvertently gave us a peek behind the Trump tweet curtain when he posted a tweet attacking NBC News from both his account and the President’s. The takeaway here is (or seems) simple: Always, always remember to check which account you’re signed into before tweeting.
Meanwhile, Romper, a site that caters to the millennial mom crowd, gave us a crash course in the pitfalls of click-bait this week after they were forced to retract an article falsely promising to name all the victims of the Las Vegas shooting. Another simple lesson that, unfortunately, bears repeating: tragedy should never be used to boost engagement, no matter how good it may be for SEO. Full stop.
Also in the realm of “wrong and insensitive” comes a tweet from the New Zealand Police about road fatalities featuring a GIF of Steve Carell. We’re sure you’ve heard that visual content (including GIFs, images and infographics) are powerful tools for driving engagement, but this error in judgment is a great reminder that engagement hacks should never trump tone, sentiment, and general appropriateness when it comes to crafting content.
Rounding out our list is Dove, who “missed the mark” (their words) in a recent ad, receiving substantial backlash on social media. We’ll just simply say that whether or not you intend for something to offend doesn’t always matter. Ensuring that a diverse group of voices is being heard within your organization can go a long way when it comes to thoughtful representation.
And now, on to people using social media well!
Even before Election Day, the Trump campaign’s digital focus was much ballyhooed, and it’s received some deeper investigation this week. The fact that a candidate with a 61% unfavorable rating at the time of the election won the presidency should be seen as a testament to how powerful digital advertising and communications can be.
In particular, key aspects of the Trump campaign’s success were:
There is a lot more nitty gritty detail behind this (which we’re always happy to talk about) but these are some key points to consider. And to the last point on scalability, you don’t need to be pumping $70 million into Facebook for a national campaign to benefit from these capabilities. Even a small investment can lead to great results due to the ability to target, measure and scale your message rapidly.
This Friday, Axios and Facebook are launching an interview series, tackling questions about the company, the 2016 election and the social media landscape. This will be interesting for anyone interested in the future of social media (and media influence more broadly), as well as being an example of a major corporate seeking redemption. The series is another step – after hiring consulting firms, live-streaming statements from CEO Mark Zuckerberg and taking out full-page ads in newspapers – for the company to demonstrate it understands the transparency and responsibility a company with so much power must have. Stay tuned.
Digital-first publishers see traffic boost from mobile video push Axios
Many newsrooms around the world are lagging when it comes to new tech and a digital-first mindset Nieman Lab
Exclusive: Flipboard is crushing it on mobile Axios
Facebook will let you tap a button to figure out if a story you’re reading is fake news CNBC
I know nostalgia is a powerful force, but we’re definitely taking things too far.