June 23, 2014
By now you’ve likely seen The Owl Whisperer, a funny video of a very scared man using a Swiffer to remove an owl from his kitchen.
Swiffer has a Twitter account, but as of yet, it has no mention of the video. As I’m writing this, the video has 1.3 million hits, but that count is growing. Everyone, from Yahoo! News to Fox43 (Central Pennsylvania) seems to be covering the story.
One of the most important tasks in social media is listening. Whether Proctor & Gamble never set up a Google Alert for “Swiffer,” or they all went home for the weekend, it’s clear their ears aren’t to the ground.
The most famous brand tweet in social media history was an opportunity seized at just the right moment–Oreo’s famous “dunk in the dark” tweet during the 2013 Superbowl blackout.
AdAge quoted Oreo’s Sarah Hofstetter saying the Oreo tweet was “designed, captioned, and approved within minutes.” It should also be noted that Sarah was also available for several interviews that night about the tweet.
And the Oreo was only tangentially related, whereas the Swiffer plays a vital role in owl-removal!
P&G dropped the ball, but here’s a few ways you can make sure your company won’t:
- Use alerts to keep abreast of comments about your brand and have them pushed to your phone. Google alerts, Mention, and many other services can help with this.
- When major events in media are occurring, like the Superbowl, USA games in the World Cup, or the Oscars, assemble your ad team and watch the drama together. You won’t know what great ideas will come out of your huddle.
- Reach out to the press about your tweet. If it’s a slow night, you just might get coverage.
Do you have a good tweet idea to give the @Swiffer account? Post it here or use the #owlthemess hashtag on Twitter!
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