When it comes to creating content, the last thing you should do is to use an automated bot. A bot is a term for a robot, which of course is just some dumb waiter in this instance. In the case of Coca Cola, they were on the receiving end of the joke when Gawker themselves started a bot to counter the #MakeItHappy hashtag used by Coke.
People using this quote will have the chance of getting a lovely ASCII graphic as long as it was tweeted with the #MakeItHappy hashtag. So this was Coke’s way to spread some love and happiness in the time of ISIL and the burning pilot trapped in a cage. The quoted text below sums up the experience.
Coca cola started a new Make It Happy campaign during the SuperBowl TV spots and didn’t know the consequence of using Twitter hashtags. As part of Coke’s ad campaign, it allowed people to reply to tweets with the hashtag #MakeItHappy, which would prompt the @CocaCola account to automatically take that tweet and spit it back out as fun ASCII art.
This basically sums up the use of bots. If you fail to employ a full time human staff to man your content feed, then you’re looking for trouble. In Gawker’s case, they wanted to prove a point that having a Bot manage your content feed is a bad idea. All they had to do was insert lines from Hitler’s infamous book “Mein Kampf” and use the hashtags to lure the Coke Bot to pick it up and this can happen to anyone. The quoted text will appear as a happy ASCII art as seen below.
Why Content Has to be Managed
You learn the hard way that you have competitors and they are out to destroy you in the most creative way. In the case of Coke, a rival like Pepsi could hire someone to hijack the campaign. Even though any publicity isn’t bad publicity, in this case it gave Coca Cola a boost in the social sphere, things could have turned out far worst for SMBs who do something which can tarnish their long term marketing objective.
Coke pulled the campaign, Gawker laughed so hard and yes. You have to be-careful when using Twitter.
Hashtags have become a way of life in content promotion. You find a unique hashtag and try to own it by using it. The NYPD also had a campaign which backfired. It started a #myNYPD campaign to show how citizen friendly they were and got a slew of citizen photos showing otherwise. Then it was made into a joke which put the NYPD in a very hard spot.
Twitter for the Rest of Us
Twitter is a two way street. It is sort of like a bulletin board of sorts where people can reach out to you and it works particularly well for brands, celebrities and politicians. If you wanted to reach out to someone directly, he or she may respond to you in Tweets. The whole process then helps you to communicate with entities you do not normally have the chance to. This power to the people scenario is also open to abuse. Twitter is severely limiting to those who can’t sell something in 140 characters. Using a URL embed is the only way but to get people clicking on that URL is also a shot in the dark. Twitter has made it clear that it aims to clamp down on spam and post abuse but so far, they have been slow in responding.
As with all social media platforms, Twitter allows you to shore up your followers with lots of buy-in fake followers, take promotional adverts to promote your content on the platform and use it for content marketing. What they don’t tell you is that organic growth has been spiralling down and is only a tad higher than Facebook’s zero percent organic reach.
The platform has been moving away from its text based roots and is now openly supporting picture post and later, video post as well. Twitter has no choice but to do this as it has to secure the eyeballs instead of letting people exit the platform to view something on YouTube or a third party video host. In the past, they have blamed iOS 8 failures and broken mobile apps that costed them millions of users.
However I am not particularly sold on Twitter is that after experimenting on it, I realise that the ambiguity that is often associated with it is what makes people abuse the platform. For one, it rarely ever reaches out to the masses unless you happen to use a ‘pop’ hashtag. These are the trending hashtags that Twitter tells you about in your dashboard. You have to craft your content to fit the moment instead of relying on your own unique hashtag to take off. Its like riding a popularity wave, once it dies down, you find the next hashtag wave to ride on. It’s a bit like surfing, where you wait for the right wave to ride on. So for example you can add a Tweet to ride on Coke’s #MakeItHappy trending tag and add #hireMyWhore at Men’s Health Spa.
I have seen Bots that are programmed to work as a spamming tool by inserting bit.ly URLS into a reply to your tweets and then sends you to a spam site upon clicking on it. Thanks to Twitter’s method of restricting your characters, people often are not sure if the given URL is a genuine reply or a spam link.
In the case of Coca Cola, they started this off without much thought and didn’t plan on responding that someone hijack their campaign, this undermined their online credibility. By having a human process to moderate the replies, spam and abuse can be checked but this is far too costly for a industrial giant that pulls in billions in global revenue every year.
This is where content marketing gets expensive for corporate use. People have to be assigned as moderators while for SMBs, you just have to monitor this on your own time. Imagine if you’re out fishing for the weekend and constantly fighting spam on your hashtag on your mobile. That’s the reality for the rest of us.
How Twitter can Work for You
As a communication channel to your business, it has to be manned 24/7 and this where you tell customers to follow you for updates. You can of course insert marketing or promotional content but often the character limitations will leave your followers guessing. This is why people make use of picture post as a marketing lure. In the case of Coke, the happy ASCII picture was the lure for people to jump onto the hashtag wagon.
Instead of just tweeting pictures, you should consider using Twitter for the following:-
- Content updates to your Followers on Social Media.
- Promotional updates to your site
- Sharing of curated content using shortened URLS to your followers
- Feedback and Contact channel for customer/product satisfaction
It makes no sense to acquire users on Twitter unless your targeted audience are also frequent users of the social channel. Such acquisitions are a miss-miss affair. Remember the hashtag rule. If the brand isn’t yours then there is no point pouring money into it in the hope it will go viral.
So before you embark on any content marketing campaign, think about the strategy behind it first and follow through on it. Murphy’s Law is all about consequences on things that can go wrong and for social media, there are heaps.