Late last night I received a text message from my dad informing me that the President was planning to speak at 10:30 pm…. on a Sunday night. The first thing I did was stop my DVR (yes, I was watching Celebrity Apprentice) and tuned the TV to CNN. The second thing I did was fire up Facebook. By the tone of the broadcasters on CNN, I could tell this was something big but I wasn’t sure what it could possibly be.
I Facebooked the following just after 10 pm:
“If you are watching reality tv, you might want to tune into the national news… Just sayin’ ”
I then fired up the Twitter. And let’s just say, Twitter was a BLAZE! I follow a few key journalists and I specifically was watching their streams for updates, the rumors started and very quickly were confirmed. In ALL cases, Twitter was where I saw the story unfold first and with each Twitter update the television news networks were quick to follow with the same updates. Wow, it was exciting, wow, it was emotional and wow, it was impressive. The Social Media is a viable source for breaking news and it’s so exciting to be part of it.
I had observed there were hashtags being used but they weren’t necessary because nearly EVERY SINGLE UPDATE in my stream was about the same topic, except a few. Those few tweets that were not about the unfolding events were obviously scheduled tweets. Some were from bloggers whose blogging networks had auto tweeted their most recent blog post, some were from organizations and were scheduled updates about their weekly events and others were scheduled updates from BRANDS about their current promotions. My next thought was to my clients and how they would need to function in their social space within the next 24 hours.
Sunday night, these automated tweets and Facebook updates were few and far between but when they were posted, they sure stuck out like a sore thumb. I observed.
This morning, I again tuned into both Facebook and Twitter to see how the conversation was going. There was still quite a lot of updates about the events from Sunday night. Mostly remnants of updates from those who just woken up to the news and some from news organizations and their reporters who were still reporting updates as new details were being released. Then there were the auto tweets from bloggers and brands again, they were out of place and read like misfit tweets. The rest of the conversation was about how the masses turned to social networks for news and conversation surrounding the announcements Sunday night.
The wave was slowing down, the conversation was still elevated but it was by no means back to normal and I was figuring out how to direct my clients for the day. So I kept up the observation.
A few tweets from a few heavy social media users suggested they felt brands should not engage at this time and that promotional updates sounded strange and were uncool Monday morning. These opinions argued the conversation should not be one that brands indulge in.
Breaking News & Best Practices: Brands and Their Social Networks
How should brands react to politically charged events like this? Should they lay low, should they join the conversation? Timing is key with most everything just like with press release launches and political announcements…. I’m pretty sure a brand’s message would be 100% lost during a time like this. There have been big social media “events” in the past but I’m quite certain none have been this big. Social media is so new that we are all still learning how to react during events like this. This is something that should be discussed in terms of “Best Practices” for corporate social media use.
I contacted one client who I had plans with to launch a new promotion today. We discussed three options, one, I could launch it after updating in a very vague manner about the brand stance surrounding the events, I suggested something like “We are thankful for those who support our country and we continue to support them during this time of transition.” Second, we could bypass this tweet and go directly into the promotion. Third, we could wait.
I was still wary, I had the feeling that there was still a lot of static and that it wasn’t the right time for brands to join the conversation, not yet. Around 11:30 EST I started to see a few brands begin their day via social. They seemed hesitant and not fully engaged. Topics were light and they weren’t asking for their social communities to engage like usual.
As of 3 pm today, the conversation is still not where it usually is for a Monday. It’s still off and almost like a slow news day when ironically that’s the furthest thing from the truth.
In the end we decided to launch the promotion but we delayed it by a few hours. I was comfortable with this and so was the client. By the time their message was out there the awkwardness had died down.
Did you observe how social media users reacted to updates? Share your thoughts on how you would like to see brands conducting themselves during and directly following major world events like this.