When it comes to succeeding or failing when using social media to build your brand, timing is everything. In Digiday.com’s article ranking the best and worst social media marketing campaigns from last nights Academy Awards, some insight was given with how timing played a part of the winners and losers on the list.
Ranking first for Best campaign was Dove that tracked over “5 million negative tweets about beauty and body image” last year. Knowing that the Oscar’s are kind of the woman’s Super Bowl, Dove teamed with Twitter to create a #SpeakBeautiful hashtag prior to the big event. The campaign was launched to encourage women to be more positive when tweeting about beauty and body image.
Next on the list was surprisingly the Department of Labor that had their keyboards ready to go when Patricia Arquette was giving her acceptance speech.
Rounding out the Best of List were Lego’s and Farmer’s Insurance that each knew part of their brand was going to be part of the Academy Awards and planned accordingly.
Topping the Worst of List was DiGiorno Pizza that was a bit trigger happy with their post button during Lady Gaga’s performance of one of the more famous songs from “The Sound of Music”, a movie that rallies against Nazi rule.
The moral of the story is that as with most things in life, timing is everything. If you as a brand, organization or individual are not prepared to get your message out when the iron is hot (and timed appropriately) then you are missing a key opportunity to start a conversation and build brand affinity from those that are looking to like you, really like you!