The way that your brand portrays itself on social media can carry a significant amount of weight in how the public perceives what you do. Inevitably, from time to time, there will be mix ups and slip ups. Whether they are due misguided attempts at trying to do something good, a lack of double checking before a scheduled post goes live, or (digital marketer’s nightmare) something much much worse, these types of mistakes can cause major controversies and have your brand trending for all of the wrong reasons.
Earlier this week in my “Innovate Now!” post, I discussed the new wave of traditionally boring brands making a move towards absurd and surreal humor on Twitter to distinguish themselves in the already outlandish social media landscape. However, this type of marketing is not without risk for brands as it often involves placing a significant amount of trust in the hands of your social media manager, and hoping that they won’t cross the line into something that would land you in hot water.
During the Super Bowl, one of the brands that has adopted this style of marketing, Sunny D, posted a vague tweet simply stating “I can’t do this anymore.” While the tweet was likely referencing the game that many viewers called “the most boring Super Bowl of all-time,” it quickly picked up steam and many began to share it in order to convey their own feelings of general depression and helplessness, a popular topic for memes among Millennials and Gen-Z.
While there may be a grey area in what is considered “crossing the line” in marketing, spreading thoughts of depression on Twitter may not necessarily be a good look for a sugary orange drink, even if those feelings are en vogue, and those kinds of words can have real world implications.
The State Press, “When dank memes turn dark: laughing not to cry“