Because a Tweet is Not an Ad

.A few weeks ago, in my blog “Excuse My Tweet”, Aflac, Chrysler and Kenneth Cole were all identified for being raked across the coals for inappropriate tweets that impacted their brands.

This past week, Entenmann’s – the people who bring you fresh baked goods –ended up in the aforementioned firms' embarrassing company for 2011 with their words:

“ Who’s #not guilty about eating all the treats they want?!”

What’s unfortunate about this seemingly harmless tweet is that it ran on the footsteps of the not guilty decision for Casey Anderson,  as the Twitter trending hashtag (#) was referencing the trial – not the simple concept of “no remorse.”

Once again, another marketer trying to ride the trending hashtags of the day – but forgetting to check the current events. Entenmann’s did, however, apologize quickly with:

“Sorry everyone, we weren’t trying to reference the trial in our tweet! We should have checked the trending hashtag first. “

Ya think?

Here’s what I think. The problem lies in the fact that TWITTER IS NOT A TRADITIONAL AD MEDIUM like TV or newspapers or billboards. IT IS A SOCIAL MEDIUM. We know that rationally but not instinctively and that’s why these mistakes are bound to happen.

Traditional ad mediums have a beginning, middle and end – be it a headline, copy, a great slogan (catchy, memorable line like “Just do it”) and logo. Or ads offer 30 seconds of sight, sound, motion that gives ONE point of view – in the most compelling way possible. It is interruptive marketing – your favorite article or show is broken up by an ad – and you didn’t ask to see it.

Social media such as Twitter has followers that enjoy reading what people think, do, feel in 140 characters and it is useful for linking to other followers and what they are reading, seeing and doing across the internet in a nanosecond.  It is about not one – but everyone’s point of view. Furthermore, it is permission marketing – you opt to go and see it – it doesn’t come to you unless you ask for it.

When marketers like Entenmann’s have an idea about eating their treats – it can work as a central theme for the greater traditional ad campaign or one execution (say one ad) in a series.

Here, they tried too hard to be cute (a kiss of death in this business). They cared too much about the hip and trendy hashtag:

• not on the relevance of that tag
• not on the relevance of their brand
• and especially not on the relevant news of the day which Twitter thrives on.

They ended up giving apologies and having egg (okay, frosting) on their faces.  It goes to show how marketers rush to use new resources such as social media too soon -- before they really know how it can work most effectively for them and their brands.