As hurricane season starts in Florida and wildfire season continues in the California drought and tornadoes barrel through the Mid West, it is tempting to capitalize on the news event in social media. This is of course what trips up brands on a regular basis.
Social media managers around the world wake up each morning trying to figure out the best way to make their brand relevant that day, putting brands squarely in the middle of the challenge traditional media has struggled with for years- if you’re not a hard news site, what do you talk about when everyone is focused on a natural disaster.
In the food industry, it’s tempting to post, bone warming recipes and tips explaining why your product is just the perfect one to stock up on in the case of an emergency.
Try to restrain yourself.
Instead follow these three tips for posting about your product when everyone is thinking of something else.
- Be subtle . Yes, it is correct to let consumers know you are aware of the situation, but not by tying your product into the emergency. Offer your thoughts and/or prayers, but don’t sell.
- Be Relevant without being pushy. If your product IS one that is typically, emphasis on typically, included in an emergency situation ( canned soup, bottled water, dry foods) offer your audience tips. …but focus on the bigger picture and include your product in an entire list of emergency products.
- Enter into the conversation only when invited. It’s tempting to jump into a conversation with the hashtag du jour, but when lives and livelihood are a stake, even a simple, ”be safe” can be misinterpreted. Stay on the safe side and acknowledge rather than drive the conversation.
Does this post capitalize on the current situation? Possibly. It was on my mind this morning as I made my morning posts. Hopefully I’ve shared appropriately. You can let me know.
Maryanne Conlin, CEO of RedRopesDigital likes maintaining relationships especially when they lead to good conversation and good food.