Don't #Ask

Q&A and #Ask sessions sprout up all the time and are pretty common on Twitter for people and brands alike. But far too often these seemingly short-lived and simple PR campaigns become unruly and unstoppable monsters.

You should evaluate what you or your brand may be risking if you decide to candidly engage in an unfiltered, real-time conversation with the anonymous, opinionated and vocal beings of the Internet. So, is a social Q&A or #ask sesh a useful or meaningful marketing tactic? My short answer is no. Although, of course there are always variations and exceptions where there's a possibility it could go surprisingly well.

Maybe the Internet has gotten meaner, but I don't think any of the following responses were unpredictable. Here are a few cautionary tales of brands that got it so horribly, horribly wrong:

Poor Roger Goodell. The recent, highly-publicized domestic violence in the NFL isn't the first time the commissioner has had a nasty go-round with passionate Tweeters or an association with a less-than-postive hashtag. In May of this year, someone in the NFL camp thought it'd be a good idea to have Goodell participate in an open forum Q&A to... Actually, I'm not sure what the intended goal of this campaign was because it was orchestrated at a time when football-related concussions/traumatic head injuries and racist team names were blazingly hot topics, even outside the not-so-small world of professional sports. The NFL used the hashtag #AskCommish, and the resulting participation was far from ideal. Some tweets were crudely funny, some were completely irrelevant, but most attacked Goodell, the brand and the institution head-on and for everyone to see. Take a look at some of the tweets here. Be warned, grown-up language ahead.

J.P. Morgan almost held its first live Q&A session last year with the hashtag #AskJPM. However, the day before the scheduled event, the hashtag was already hijacked. It failed, and it failed hard with more than 18,000 tweets in 24 hours, not a single one of which was kind. The bank originally hoped the hashtag would connect consumers with a knowledgable executive who would field questions related to leadership and career advice, but the tweets that followed harshly criticized the bank's behavior and ethics. One tweet read, "Do your clothes fit better without the added weight of a soul? #AskJPM." The avalanche of negative tweets was too overwhelming for J.P Morgan, and it consequently cancelled the Q&A session, simply stating it was a "bad idea."

The NYPD is another brand that made a faulty attempt at good PR via social media, and it sure did escalate quickly. To boost perception of and solicit goodwill toward the Big Apple's boys in blue, the NYPD PR and social team encouraged the public to take a picture with a friendly officer and post the photo on Twitter with the hashtag #myNYPD. This was ultimately received as an open invitation to mock the department and publicize several instances of police brutality and misconduct. Twitter was flooded with disturbing photos all united under the #myNYPD hashtag. The campaign backfired in a big way, and several high-ranking officials are still reluctant to admit complete failure or acknowledge the newly unearthed ill-will and resentment.

Is it at all possible for #Ask to go right? Maybe. Brands and celebrities that use a moderator or have a strictly defined goal could have better luck. LiveNation's Twitter account does a pretty good job at this. The account hosts different musicians throughout the year and filters and chooses the questions the artists receive and publicly answer, being a trusty middleman.

However, I don't think I would ever advise my friend or my client (or even myself) to bet on such a risky and volatile tactic. The Q&A sessions appear to continually be a popular brand perception tool, but it is not one I would recommend incorporating into a social media marketing plan.


AdAge article here.

Disagree with me or itching for an intellectual debate? Comments open to all.

The Good Kind of YouTube Stardom

Digital word of mouth is a hot commodity, and no one has this masted quite like YouTube stars.

YouTube is an awesome way to showcase products, and YouTube stars have huge influence in saying what's cool and what works. They also enjoy a very loyal and passionate fanbase. The comparatively lengthy video content is at least a marketing tool and at most a valuable friendship between creator and viewer.

Entertainment, fashion and lifestyle YouTube channels dominate in the online cult-like followings, which is why brands tend to emulate their styles and content. The commitment YouTube celebs have to their fans, even in the midst of corporate attention, is quite admirable as well. It'd be wise for brands to use a similar foundation when marketing to audiences via social media.

So, think of this as a launching pad for your long-awaited YouTube stardom. Or at least a quickie  guide for brands who are looking to partner with this influential bunch and/or cultivate a similar following.


1. Embrace the nuances of your brand's behavior. Don't abandon your identity, but do develop an audience-centric mindset.

2. Don't overcommercialize, and be picky about endorsements. Viewers know the difference between a sales pitch and honest usage. Pro-YouTubers suggest incorporating the product or brand in a way that makes sense, and remember it's ok to say no to endorsements or partnerships. Keep the interests of your audience at heart.

3. 30-second pre-roll is annoying and doesn't work. Try a five or 10-second bumper instead. YouTube audiences understand that ads fund their free content, and they're ok with that, but to a point. Relevancy is important if you want to be remembered, too.

4. Don't repeat what you did on TV. Viewers are less passive here, just like other social media platforms. They want the option to interact, and it's difficult to do that with an iteration of a TV spot.

5. Get to know the taste and humor of your intended audience.  It makes it a lot easier to tailor content to their needs.

6. Ulterior motives are not cool. This should be a no-brainer, but worth the reminder. You are trying to build a relationship, not a one-time transaction.

7. Natural growth is far and beyond better than forced growth. Let viewers like you for you. Avoid the overwhelming acts of desperation for likes, shares, favorites, etc... If authenticity shines through and viewers' needs are appropriately met, they will be more inclined to continue a friendship.

8. If you are going to pursue a YouTube channel, make it a priority and keep it maintained. Out-of-date and out-of-touch material isn't doing either party any favors.

9. A genuine interest in viewer happiness. As in, "What is the real reason you are invading YouTube with your product or brand message?"


Good luck to you and to them.


I pulled some wisdom from two websites this week, as well as a few successful YouTubers:

Marketing Magazine article here.

Fast Company article and video here.

Missglamorazzi EvanTube HD iJustine Schmoyoho

Disagree with me or itching for an intellectual debate? Comments open to all.

You might like this #WCW

There is a right way for brands to participate in trending hashtags.

At the risk of stating the obvious, I'm a huge Law & Order: SVU fan and an even bigger Mariska Hargitay fan. #BensonandStablerForever. So, when I saw the latest promo for NBC's Fall line-up, I was excited, to say the least. The TV spot features Mariska with Sophia Bush and Debra Messing, each representing her new or returning crime-fighting television show. The ad is overflowing with girl power and emphasizes that "your Wednesdays will never be the same." #WomanCrushWednesday is onscreen for the duration of the spot, and the three women even form the letters "WCW" with their hands. (It's a good bet that all three programs air on Wednesdays, too.)

The hashtag you know and love has infiltrated traditional media.

Promotional hashtagging is nothing new. Brands are quick to participate real-time conversations and use existing hashtags to become embedded in relevant topics. Most of the time, it's in effort to further a brand message when convenient. Brands may also create unique hashtags to publicize a short-term campaign. The problem with this type of hashtag usage is that it usually lasts for just a blip in time. It's short-lived and spur-of-the-moment.

NBC takes these tactics a step further. The #WCW hashtag bridges traditional media to social media. By perpetuating #WCW, it has created a hybrid trending-campaign hashtag; here's a topic that is consistently and regularly trending used to promote a related, short-term campaign. NBC crafted an appropriate strategy around something that exists naturally in the social media environment, and the best part is the message will be the same every Wednesday. No need to develop more or different content for the duration of the campaign.

NBC incorporates several important aspects of social media marketing. The TV spot targets the usual suspects who would respond favorably to the ad as well as accept the offer to join the conversation online. The television networks, the programming bookends, the dayparts... It was all considered to reach the intended audience. I first saw the spot while I was watching the SVU marathon last Sunday on USA. This was no coincidence. Online, NBC was smart to use a hashtag that spans the majority of social networks. Hashtag participation is easy, and it doesn't feel like endorsement. It's likely anyone with a Twitter account will encounter Mariska, Sophia or Debra on their timelines soon, and whether or not they fully process the ad, they will have at least been exposed. And I'd have to agree that these talented, career-driven women are indeed crush-worthy.

A variation of social media marketing that I especially appreciate is when brands are resourceful and use a no-waste approach to a campaign. Circumstances and tools are sometimes so plainly visible, that all that's left to do is connect the dots. This NBC promotional drive is a great example of connecting the dots.

Social Media Today article here.

Follow NBC here and Mariska here.

Disagree with me or itching for an intellectual debate? Comments open to all.

Miley Cyrus: Social Media Marketer

This is not an opinion, but rather a statement of fact.

Last week, VMAs viewers watched a homeless man accept the Video of the Year award on behalf of Miley Cyrus. But an acceptance speech, he did not deliver. For many, this was the first time hearing about Miley's advocacy for the 1.6 million homeless youths in America. However, for those of us tuned-in to Miley's social platforms and personal accounts, she had been clueing us in days in advance.

I fancy myself a Miley insider by virtue of simply following her across several social platforms. She likes to tease her fans (the media, everyone in general...) with cryptic images or captions. As it relates to social media marketing, Miley and her team know how to create thumb-stopping content, design messages that pique interest and urge the passive skimmer to participate in some way. Prior to the MTV awards show, Miley released photos of herself at a site unknown on her Instagram and Twitter accounts. One photo was captioned "Met some of the coolest young people I've ever met today http://myfriendsplace.org," and another one which included the website and #makinsomeartformyfriendsatmyfriendspace. Makes you wonder what Miley is up to, right? These particular posts were anticipatory and promotional; sprinkling in hints of something bigger to come and at the same time giving you the resources to find out for yourself. All signs pointed to Miley realizing her stardom and widespread reach to freely advertise for a homeless shelter called My Friend's Place.

Miley used her position as an influencer to raise awareness about and campaign for a cause. Mix-in cause-related marketing with the social strategy, and her message was focused and simple, later reinforced by the events played out at the VMAs. The early photos and concise content drove collaboration, connection and community among Miley, her followers and My Friend's Place. She encouraged website traffic as well as converted interested parties to further participation, like volunteering and donating. She has made a huge impact on the organization and the thousands of homeless kids in Los Angeles since the various announcements. Following the VMAs Miley was trending on Twitter, garnering attention from big names like Kim K, Madonna, Chelsea Handler and Susan Sarandon, in addition to users outside the music and entertainment industry. The lingering effects include Miley leveraging herself as a brand and influencer, providing a social link and association to another brand, and ultimately adding value and credibility to an otherwise under-the-radar organization.

I'm happy to see Miley flexing her superhero strength for a great cause. Other brands can easily imitate this example and successfully pursue and execute a mutually beneficial partnership. Certainly Miley and My Friend's Place are enjoying a healthy boost in stock right about now.

It's likely Miley doesn't even know she is actively participating in social media marketing tactics. But then again, being the smart and savvy young lady she is, she probably does.

Mashable article here.

Follow Miley here or here.

Disagree with me or itching for an intellectual debate? Comments open to all.