Monthly Archives

September 2014

Should We Engage? How Brands Should Approach Memorials & Tragedies

By | Live Social Event Coverage | No Comments

Last week, the United States honored those lost in the most horrific act of terrorism ever seen by the nation. Social streams filled with people’s thoughts, remembrances, emotions and reflections on the tragic event. It was a somber day online for many, understandably, and a confusing day to be a community manager for brands in the United States. Brands struggled to find their voice in the midst of the reflections, grief and thoughts.

As brands try to be more human and connect on an emotional level, the debate on how brands should approach situations like the anniversary of 9/11 or tragedies like the Boston Marathon bombing continues on. More and more are falling on one side of the issue. On the 13th memorial of 9/11, a few influencers took to educating brands on how to better approach the situation.

What was their advice? Times like these are not times for branding or marketing. Unless your brand is involved or directly impacted by the situation, it’s best to let your community experience the grief without our input. If you do engage, keep logos and products out of the picture. Focus on your compassion and/or resources and ways for people to help the situation. If you do misstep, be quick to apologize and don’t fight the criticism, or you may follow this brand’s path.

It can be a tough time, as brands are comprised of people who are affected. But overall, most messaging during these terrible situations can come off as insensitive and promotional. And that’s the last thing your brand wants to do at a time like that. Silence can be golden.

Scotland Decides: A Social Look At The Independence Referendum

By | Events | No Comments

On Thursday, September 18th, the people of Scotland will make possibly one of the most important decisions in British history. There are only two options: Yes or No.

If “Yes” wins, then Scotland will no longer be part of the United Kingdom and become a fully independent country.

We at Buzz Radar have been monitoring the discussion around the campaigns by both positions. We’ve included keywords, such as “better together”, to give the biggest possible view of the conversation. We’re also highlighting the most influential voices to see who could sway the vote and the key topics in the debate.

You can see our real-time visualisation here.

With an unprecedented 97% of the population expected to vote, social media may not tell the whole story, but it can certainly tell us which campaign is getting people talking more.

As we’ve been monitoring the conversation hour-by-hour, we’re noticing a lot more support for the Yes campaign.

With both campaigns switching places in the polls in the last couple of days, could the enthusiasm around the Yes campaign demonstrated in our findings be reflected when it comes to the poll crunch or will there be a silent majority not seen on social media?

Only time will tell but for now keep your eyes on our real-time tracker to see which campaign is winning the online battle.