On Wednesday, October 23, 2013, OLC attended Huge Strategy’s event, Reply, Retweet, Repeat featuring Saya Weissman, Associate Editor of Digiday acting as moderator; Jayne Bussman, Digital Director of the Brooklyn Nets and Barclays Center; Sarah Devlin, Social Media Editor of The New York Observer; and Andrew Cunningham, Community Manager at Huge.
Saya Weissman: Brands have to be on top of things in real time. We’ll be explaining challenges and success of it all.
Andrew Cunningham: Brands need to not be robotic. A lot are guilty to having a set of responses they are given to use. It might be different to come off as a human being, but it’s also knowing when not to respond.
Jayne Bussman: For the Nets—as good or bad—we have to take the voice of our brand. You see this with teams—we change our voice to fit the environ because it’s how we approach things.
Sarah Devlin: Social media should be guided as if it’s a human being behind it, not a robot. You have to talk to people.
SW: How do you maintain brand voice?
SD: It’s a challenge. We have several different websites and we’re covering different feeds, too. The most important thing is to convey what is most important to feature.
SW: The buzzword now is real-time marketing. What exactly is it?
AC: It comes down to putting down content as it’s happening. The moment is the most ephemeral moment.
JB: We got to have the right people. The images need to be great. It’s being reactive and engaging your fans at a one-to-one level, in an organic, genuine way.
SD: We want people to know we treat the news cycle from daily to weekly. We’re catching the wave of the interest and live-tweeting things.
SW: Asking for RTs and participating in trending topics—brands do it and people engage with it all the time. What do you think of these topics?
AC: I don’t like to put them out there, but it works because people follow directions.
SD: You’re doing something extra for your followers. That’s why it’s so powerful. I do think that you start to edge into robotic over-earnestness when you do this a lot.
SW: What topics do you avoid?
JB: We went dark during the Boston Marathon. It wasn’t our conversation. There’s a fine line.
SD: Unless we have a very relevant story or thing to say, we don’t say anything.
SW: Any mistakes you’ve made?
AC: We were working on Moonrise Kingdom and we Tweeted, “Bill Murray’s first Wes Anderson movie was Rushmore,” and it’s not. We debated deleting our Tweet, but we just Tweeted out a correction and that was that.
JB: I’m not a good speller—when I first got my iPhone, I realized I didn’t need to use my computer and when posting something for Barclays’, I put “Hockey Love” instead of “Hockey Live.”
SD: I was in the middle of composing a Tweet and I tried to multitask. I wrote the wrong person’s name in the Tweet and got a lot of flak for it. Shamed!
SW: What are your biggest challenges?
AC: For me, it’s what goes on between 7PM to 9AM. We get our coolest mentions at that time.
SD: Work/life balance is huge. Social media is 24/7. It’s important to take the time to unplug and realize that your creative juices will dry up otherwise!
JB: I think it’s achieving the larger corporate model. Is social media driving revenue? How can we incorporate followers and fan engagement?