Twitter stunt illustrated how social can be exploited.

As news broke of Jordan being recruited to help promote Snickers on twitter, the Coolpink office was instantly a hive of discussion. We were not only split by the divide of who loves and hates the chocolate bar, but more so on the topic of whether consumers really are stupid enough to fall for this kind of advertising…

Granted this kind of trickery grabs attention. As Jordan tweeted about the state of the economy, then revealed she hadn’t been herself because she was too hungry and proceeded to post a picture of her with a Snickers bar, the headlines were written.

…But are consumers really that stupid?

It’s got the talk ability factor but will her 1.5million followers really have found this entertaining and will it have led to a positive feeling towards the brand? Well after worrying that her account had been hacked, then getting over the sense that Snickers were offending her by portraying her as an airhead… Probably not.  This is one tweet on the subject:

‘#Snickers hijacks Katie Price’s Twitter – and insults her intelligence to try and shift the nutty chocolate’

So, we ask, what’s going on with the world?

Have brands really got to the point where they think this kind of obtuse attempt at celebrity endorsement is the way to win the hearts and minds of its consumers, or have they just stopped really caring? Maybe they’re not looking for a relationship with their audience any more, rather just a quick fling?

It’s tempting to turn to stunts and shock tactics to raise an interest in your brand, but it is crucial to ensure that your brand messaging still rings true. What is it that Snickers was trying to say here? That eating it makes you yourself again…well this only works if we feel we’re not ourselves when not eating it…a tad vacant in it’s message perhaps?… We say bring back Mr T – at least we all bought into the ‘Get some Nuts’ strapline.

What happened to building relationships with your audience?

The relationship a brand has with its consumers is a very delicate one. What people are really after is feeling a part of a brand, feeling involved, and included- they do not respond well to being duped, or tricked with below the belt advertising.

The Snickers twitter stunt illustrated how social media can be exploited and those active on social networks do not appreciate being deceived. We constantly find ourselves in discussions with clients who see social media as the answer to all their problems, as they fling around buzzwords such as engagement and social media influence.

However social media is not magic. Snickers can get away with a few gaffes but lesser brands need a little more structure to their affairs.

Getting to Know You

Let’s get back to basics and consider that social media is a platform where we hold conversations. Yes, it’s fantastic for brands as it opens up doors that would previously have been shut, but as with anything, they can’t just barge in uninvited and expect to be welcomed with open arms.

Building relationships with your online audience goes much deeper than social media – it has to start on other platforms first. So whether it’s an in-store interaction, a web transaction or an email communication, relationships have to be built before they can be flirted with.

Marketing managers need to hold their nerve, and keep the faith in traditional marketing mechanics. With a strong grounding across other channels, social media can then excel.

Brands putting the hard yards in to really interact in the lives of their customers will reap the rewards of social media, but those looking for a quick win, offering no real substance will undoubtedly be left with egg on their face.

It’s been heralded a million times, but The Old Spice campaign was a corker, and more recently Southern Comfort’s approach to facebook looks like an interesting one, as they bring their brand character to life to deliver New Year’s resolutions to friends and family. What they both have is a desire to be on the same page as their audience, and a commitment to show they’re relevant to their lives.

We’ve also seen great success with Weber BBQs, who are fast becoming a cult brand with a very loyal following, much of which has been established over social media, supporting their nationwide ‘Grill Academies’.

Give a little respect

When it comes to marketing, consumers are not stupid by any stretch of the imagination – not even Jordan’s followers. It’s clear that brands out to notch up marks on their bedposts are playing a very dangerous game, whereas those in it for the long haul will consistently reap rewards.

Online engagement is only going to get more complicated as technology enables it to, so there’s sure to be more fun and games to be had this year. There’s always room for that, but the smart brands know where the boundaries are and know how far to push their luck.

So, do you still fancy risking a quickie with your paying customers?… We thought not….Us neither.