So you want to write a clever tweet about the World Cup that will expose your brand to hundreds, if not thousands, of potential new customers.
But before you do, know this: there are people on Twitter whose sole goal in life is to be one of the first to call you out for tweeting content that could be viewed as insensitive or inaccurate.
As of this writing, companies the likes of Delta Airlines and KLM have already issued apologies for pushing tweets that would be considered stupid at best, and insensitive to entire cultures, at worst.
And, to think, somebody in a high position looked at those tweets and said it was okay to click “Tweet.”
(For the sake of the people low on the social totem pole, I hope somebody above them approved their idea. There is nothing worse than issuing something publicly that you forgot to get approval for.)
Nothing excites the Twitter lynch mob more than publicly shaming your brand as soon as the tweet shows up in their feed.
You remember when Chrysler’s Twitter account posted a tweet that contained the F-word, right?
People practically fell over themselves to be the first to feign outrage that a real company could tweet something so vulgar (even if it was 100 percent true.)
There was a mad dash to be the first to re-tweet the tweet; to show the social universe just how concerned they are about how brands conduct themselves on Twitter, even though it doesn’t amount to a hill of beans.
Maybe that user would even gain ten more followers. But for sure they would live on in infamy and gain immediate Internet fame for being the first to call attention to it.
Unfortunately, this is what you’ll have to deal with, so you’ll rack your brain trying to come up with something clever, only to see it become sanitized as it goes through the approval process, ultimately becoming something so vanilla that it couldn’t possibly offend anyone.
And therein lies the rub: Why spend all of that time going through approvals if your brand is just going to become lost among a sea of related tweets?
In this case, unless your brand has a real connection to soccer or sport, don’t waste your time trying to keep up with the Joneses.
At best, you’ll gain a few re-tweets. At worse, you’ll be ridiculed.
It’s not worth your time.