Next week is the anniversary of Hurricane Sandy. With all the hype around real-time marketing and newsjacking, community managers may find themselves compelled—by a client or colleague—to contribute to this news-driven conversation in social media.
When brands do this, it can come across as forced, at best, or offensive, at worst. The line between appropriate and inappropriate is a thin one, best evidenced by recaps of brands trying to commemorate 9/11 this year.
Real-time marketing requires a deft hand, balancing the benefits of participating in conversations your customers are having with the potential damage done by content that’s more concerned with the brand than with its audience.
More often than not, saying nothing is the best move. If you feel the need for your brand to say something about a news-driven event, head over to PRDaily to read this post written by a couple of my team members, Scott Smith (@ourmaninchicago) and Jeana Anderson (@jeanaanderson).