You’ve heard it before-it’s not delivery; it’s DiGiorno. I, in response, have a phrase I would like to share with DiGiorno-Look both ways before you cross the street; otherwise you might get hit. If you have avoided the Internet lately or merely missed the latest slip-up in social media, I have a story for you.
If you think your audience isn’t paying attention to your actions, you’re wrong. Take, for example, the various ways people of the Internet replied to NFL’s decision on Ray Rice. As an example, Tweeters began using the hashtag #WhyIStayed to tell followers about their own domestic violence experiences and what prompted them to stay in those relationships.
Twitter-savvy readers know that any social media user can see trending topics in order to have the opportunity to jump into the community discussion. DiGiorno Pizza, which had been known for having engaging Twitter content, decided to jump into the conversation with the following tweet:
The people of the Internet, as you may imagine, scolded DiGiorno for its poor taste and general lack of knowledge when it came to the seriousness of the conversation. In response, DiGiorno quickly deleted the Tweet and apologized profusely for its lack of attention.
DiGiorno claimed it hadn’t realized the meaning behind the hashtag prior to tweeting. Which left me thinking about best practices. I decided to jot down some considerations before tweeting.
5 Things to Consider Before Tweeting
- Research your hashtag: Before you put yourself in harm’s way, be sure you know what you’re talking about. Social media is immediate – don’t say anything you might have to take back.
- Who is your audience?: As mentioned before, your audience is watching every move you make. Take the time to consider who they are so you can best determine what content they want to see from you.
- Why is this topic or post pertinent to your brand?: Brands have a habit of posting about trending topics without drawing sentiment back to their brand. If you can’t decide how the content is related, don’t Tweet about it!
- Look to other brands to determine best practices for yours: If you’re unsure of how to proceed on Twitter, there is a good chance another brand can help you to determine best practices for your own. Scour the Internet; the answers are there.
- Crisis planning: In the case of a foot-in-mouth situation, be sure to have a plan in place. DiGiorno’s saving grace was its ability to apologize, making the mistake appear as a human error rather than a corporate one, which is more relatable to consumers. What would you say under fire? If you don’t know, be sure to put some thought into it.
Once again, research has proved to be the single best asset when discussing tactics. Without the power of knowing your audience, brand and content needs, social media can prove to be your worst enemy.