Call us Debbie Downers, but in reviewing this week’s headlines we couldn’t help but get distracted by negative words like “fake”, “stop” and “admits”, and after reading through the articles detailing everything from an admission of misleading users to companies trying to fake it on social media to engage users, we’re kind of fed up.
Social media requires a level of savvy on behalf of the user, no doubt. But companies, and particularly communication professionals, bear the responsibility of creating authentic, engaging campaigns designed to inspire and motivate not hoodwink and confuse.
While the headlines below offer lessons learned, fear not. There are some brands out there with inspiring campaigns that are on the right track.
- NASCAR just launched the NASCAR With Dad campaign that is set to engage fans across a variety of social channels for Father’s Day.
- Sony’s One Stadium Live is streamlining the social media conversation about the World Cup and providing an amazing experience for soccer lovers worldwide.
- And, finally, Ritz-Carlton has launched its emotional “Six-word wows” campaign based off the popular six-word memoirs and six-word stories concepts.
PR Daily: Snapchat admits deleted photos aren’t really deleted
Confirming that what happens online lives forever – Snapchat confirmed via an FTC investigation that the photos and videos sent via the popular app are not permanently deleted. Snapchat says it could have communicated more clearly to users… we agree.
Mashable: Stop sharing that ‘Bring Back Our Girls’ photo – she’s not Nigerian
All eyes are on Nigeria as the story of the girls kidnapped by Boko Haram unfolds, and the campaign #BringBackOurGirls has quickly gained momentum via social media. Unfortunately an image that’s become synonymous with the campaign is unrelated – and the original photographer is trying to correct the record.
Entrepreneur: With social media, fakes are a real problem for your business
Where to begin with this article’s cornucopia of quotable lines? Perhaps “the curse of inauthenticity”, or “while matching the numbers of fans, followers or likes of a particular brand may look great on paper (or the screen), it can be counterproductive.” Give it a read to be reminded of the value of authentic, thoughtful engagement versus growing numbers just for numbers sake.