This year, the Olympics will be on everybody’s lips and subsequently at their fingertips too as they tweet their thoughts and update their Facebook profile photos with photos of themselves at these events. Simply, these will dominate the trending topics as something always has to.
While everyone will be enjoying these events, hopefully in the sun, business must go on. In industries and companies of various sizes, work will trudge along in order to keep in touch with current customers, while aiming to reach new ones as well. To do this, it would make sense to take advantage of these current sport and cultural events and jump on the bandwagon to get some publicity. Just like television advertising is currently littered with brands calling themselves the “official shampoo of the Olympics” or the “official bathroom cleaner of the Olympics”, social media will be provide a great advertising platform, but eve more current as updates may be posted at a moment’s notice.
But why is this important? Last November, Google highlighted the importance of content that reflects the very latest news and events with its Freshness update, where SERPS will prioritise the most recently-updated content which is relevant to what is happening right now. It is widely known that Google loves fresh content anyway. Meanwhile Facebook is once again planning to update its Timeline look by testing an interface where your basic details are not listed underneath your profile photo but on top of your cover photo; people often complain that these changes are infuriating and unnecessary, however one must appreciate that Facebook is at least attempting to evolve and keep people on their toes before they get bored and leave.
So we understand the importance of being on the cutting edge. While we are brimming with huge happenings this summer, we always need something to talk about and distract us from work and boring conversations on our tiny screens. So how will social media compliment our summer 2012 experience? And how will businesses make the most of it? Here are a few suggestions.
As well as a platform for individuals to discuss and express their enjoyment, sadness, enthusiasm and disenchantment, businesses will be wise to interject on these conversations. First of all, brands which are purchasing advertising space will be exposed like no other with user-generated photos of their ads and logos being forwarded very, very frequently and not limited to the television coverage as it was a decade ago. Businesses will likely attempt to humanise their images by beginning discussions about a particular event that has nothing to do with their business dealings; there would be no direct attempt to sell a product or inform about their current state, but simply make people aware they exist and are interested in the same things as you. Additionally, with more eyes than ever on their social networks, there are more potential clients seeing a brand’s campaigns. The popular discounts they usually share to their followers via these means will possibly be seen by more people, and may in turn generate more revenue. This brings to mind one classic episode of The Simpsons, where Krusty Burger offers a free burger for every gold medal America wins; while businesses may not be as audacious (read: moronic) and do something similar, they may be wise to offer congratulations to winners as events occur to stay relevant and in tune with what will inevitably be trending at the time.
These are just a few off-the-top ideas and off course will not be relevant to all businesses; it does depend on their specialty or industry, and other factors like location, resources, income etc. A more detailed campaign, tailored to your objectives, like that which we offer at I Say! Digital, would need to be planned and executed with more precision and thought. As well as the events themselves, it will be very interesting to keep an eye on the role social media will play as well.
This will be likely be the first of several articles which tie into the Olympics so bookmark us or keep checking back in the near future for more, and of course share this article with those who may be interested.