Not sure this is the kind of friend activity that Coca Cola wanted pulled through to their timeline when I viewed it…
It seems that slang and colloquial terms for the brand are also pulled into the box, and in this case, probably not the kind of terms that Coca Cola would want to be associated with!
But it begs the question, what other terms might be pulled through to other brand timelines and can this be influenced in anyway? Are Coca Cola in a privileged position as a partner brand?
It’s Christmas, so don’t mention ‘Christmas!!
11 others posted about Christmas...don't join them
The reason being that the latest iteration of Facebook News Feed and the infamous EdgeRank, will group together posts that have ‘Christmas’ within the copy. This is great for users. It means you don’t have to read 10 or more semi-identical posts about Christmas jumpers / offers / ‘oh so creative’ cards destined for clients.
But if you’re a brand, it means that your post might not be seen by the majority of your fans, as it’s swept under the ‘Christmas carpet’ by EdgeRank. And from my limited research (asking friends and family), it seems to be the brand pages suffering the most.
Whether this is because EdgeRank recognises brand pages trying to make sales over Christmas (spam), or because brands push the message harder (sheer volume) is not clear.
Sure, any user can click on the link and expand the collapsed posts, but how many users are seriously going to do that?
Brands need to freshen the content
It is worth saying that this is somewhat dependant on the individual user’s News Feed and how many posts they have interacted with which mention ‘Christmas’. But from the very unscientific research I have done (asking friends and family) it is safe to say that a lot of people are seeing the ‘X others posted about Christmas‘ post!
My advice? Choose a different tac… disrupt the News Feed…get creative…
Merry 11 others posted about this…
Strangely, my first post doesn’t have anything to do with being social, but everything to do with being able to react tactically to real time trends and patterns:
In theory, everyone should have seen it by now. The video of the dog let loose in Richmond Park to terrorise the local deer population while his owner shouts frustrated obscenities. It’s currently had 2.2 million views on the original video and countless parodies have been created as the meme has gained momentum.
But there is an opportunity here that no one (yet) is exploiting. During the spike of interest over the videos, thousands of people would have been searching Fenton (initially thought to be Benton) related terms on Google to find the videos and news stories. Just do a quick search in Google Insights to see the spike in searches. Many will be dog owners themselves and will know that feeling of losing control of their dog in a public space all to well.
This is a perfect opportunity for a quick thinking pet store, dog training centre or supermarket to create a disruptive and amusing adword campaign to gain some exposure and sales out of the buzz created by the naughty canine (or maybe the Royal Parks could do a cheeky ad to remind dog owners to keep them under control).
A quickly thrown together mock up. The copy needs work!
This kind of rapid, tactical planning is nothing new at all…B&Q ran an AdWord campaign after cricketer Matt Prior threw his bat through a changing room window…but it’s not something that can always be done in real time by a lot of brands and agencies. All that copywriting and budget sign off. By the time most brands are ready to go live, the moment will have passed and we will all be going back to videos of cats while we wait for someone to have a bad tram experience.
It needs a brand which trusts their agency and a brand which is not afraid to try something different, coupled with an agency that has a finger firmly on the pulse and is ready to launch into action when the right opportunity comes along. Of course there is also the need for extra budget to be allocated, or existing PPC budget to be moved…but if done right, it can be a great quick win.