We discuss a very specific social media post from a major brand that completely misses the mark (and why). Some things don’t translate so well on social media, like humor and sarcasm. A great example is this tweet from the UPS Store at Christmas (2018): “If your child addresses a letter to the North Pole, you can leave it with us. We do shredding.”
The problem(s) with this tweet are many. First, it’s not authentic to the UPS and UPS Store brand. Second, the tone and attitude do not match the typical UPS customer. Third, the attempt to create a selling point of a holiday, when the brand is better known for shipping on that holiday is misinformed. Fourth, the timing was all wrong. Christmas is for shipping, but the upcoming tax season is for shredding. Finally, the UPS Store is just trying too hard here. Pritch and Kyle discuss these points (in detail) and add a few more insights as well.
On each episode of the #NeoMarketing podcast, The Golding Group partners Pritch Pritchard, APR and Kyle Golding briefly (12-15 mins.) discuss best practices, latest trends and modern techniques for professional business communications including advertising, marketing, digital channels, social media, public relations
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