Brands Capitalize on Facebook Shutdown

We all remember the Super Bowl XLVII Blackout. It served as quite the spectacle for viewers. However, it was a time for brands to capitalize on an event so huge that it would reach even non-consumers. Oreo took advantage of the opportunity to exploit the blackout. It was a huge win for their brand.

Early Thursday morning, Facebook’s shutdown for thirty minutes caused an uproar in several countries around the world. While many every day consumers were frustrated, brands that participate in real-time monitoring of social platforms took advantage of this opportunity to attain an Oreo success story. Kit-Kat, Nissan, and Red Bull all took capitalized on the shutdown to gain attention for their brands.

While real-time marketing can be a great opportunity for a brand – there are a few cautionary thoughts to keep in mind before jumping on board.

1 – Remember, There Is Upkeep

There’s irreverence and fun in participating in real time marketing, but you also have to spend time monitoring platforms. If your brand does decide to participate and sees an increase in followers and engagement, understand that your new followers might now expect you to continue providing this type of commentary. Do you have it in you to maintain this?

2 – Approval Process Is Key

It’s important to know that in order to participate in real-time marketing, your social media team must already have an existing content approval process to prevent potential backlash. Let’s not forget, the awkward Delta World Cup tweet of the giraffe in Ghana that was only a couple of days ago. If you don’t have an internal social media approval process…we need to talk.

3 – Obviously, It’s All About Timing

Make like a bread truck and haul buns - get that approved content out the doors! If your approval is laborious and involves your CMO, good luck getting traction on your social post. Chances are the moment will have passed.

This article was written by Everywhere Agency’s Summer intern, Audrey Proa.