Aimee Hudson
28th November 2018 - 8 mins read
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ritish Gas, Seaworld, JP Morgan and author EL James are among those who, to put it politely, have seen their social media chats trend for the wrong reasons.

So, what can we learn from these social media disasters? How can you do it right?

 

Timing

Timing is a key component for social media Q&A success. Holding an interactive session when you are already creating headlines in the traditional media for the wrong reasons is a recipe for disaster.

British Gas was the victim of one of the more memorable scheduling disasters, opting to give customers the opportunity to ask Customer Services Director Bert Piljls questions on the day it announced a 9.2 per cent price hike.


The #AskBG hashtag was used by thousands of customers airing their grievances and those who took the opportunity to poke fun at the energy giant.

The lesson here is clear - these social media sessions should be restricted to when you either have good news to tell or when you are not in the news at all.

 

Right person

In the same way you need the right person for media interviews, you must think carefully about who you are going to put forward for question and answer sessions.

You need someone who is senior enough to make decisions so that bland, generic responses can be avoided.

And some natural humour can be helpful.

But you also need someone who you can trust and who will need little moderation.

Ryanair boss Michael O’Leary is no stranger to controversy and a Twitter question and answer session a few years ago predictably created plenty of headlines.

Most controversial was his comment of ‘nice pic. Phwoaaarr’ to a question from a female customer, which led to allegations (and headlines) of sexism.

 

Memorable hashtag

Memorable hashtags can promote and create a buzz about your question and answer session. Ideally you want something short but still descriptive.

You should also check the hashtag is not being used for anything else.

And perhaps most importantly of all, make sure it can’t be misread – a lesson the promoters of singer Susan Boyle could have done with before they opted for #Susanalbumparty.

 

Show some self-awareness

Not every post you receive in these sessions is going to be on the subjects you want and some may mock what you are trying to achieve.

The key is to not take yourself too seriously and to respond with similar humour.

Although not strictly a question and answer session, Waitrose responded cleverly when its #WaitroseReasons hashtag was hijacked by posters making fun of its upper class reputation. It said it had found the tweets ‘funny’ and had ‘enjoyed reading most of them’. 

 

Prepare for the negatives

As with media interviews it is important to spend time considering the negative issues which could arise during the question and answer session.

Prepare lines to take which can be given in response and consider creating a page on your website which you can link through to for answers needing more than 140 characters.

 

Wider issues

As well as possible negative topics, it is also worth considering the wider issues which could arise during the question and answer session. These could be issues affecting the wider sector or perhaps some new Government policy which could have an impact on the industry. Currently, you could face questions about the impact Brexit or Donald Trump might have on the sector. Prepare some lines to take for these wider issues.

 

Not suitable for everyone

While a question and answer session may seem like a great way to boost engagement and get positive messages out, it is not a format that is suitable for everyone.

If your brand or area of work is divisive, the session will act like a magnet for critics and keyboard warriors.

When 50 Shades of Grey author E.L James held a Twitter Q&A it is fair to say it did not go to plan. As well as plenty of users taking advantage of the opportunity to question her writing ability, the author was also faced with more serious questions about her books promoting an abusive relationship.

Similarly, when SeaWorld held a #AskSeaWorld session it backfired massively, with people taking the opportunity to bring up animal welfare concerns and ask when the park would be closing down.

 

Promote

You need to promote your question and answer session ahead of the event. Begin posting about it a few days in advance using the hashtag you have opted for - this has the added benefit of enabling you to see any questions which come in early.

Also use your email lists and other social media networks to raise awareness of the sessions and encourage your employees to tell their friends.

 

Don’t be afraid to walk away

About the only thing JP Morgan got right about its infamous Twitter Q&A session was deciding to abandon the idea 24 hours before it was scheduled to take place.

The company found itself inundated with negative posts when it promoted a live chat with one of its executives, which was intended to be about leadership and careers advice.

 

With questions including ‘did you have a specific number of people’s lives you needed to ruin before you considered your business model a success?’ it was clear it had completely lost control of the hashtag.

Sensibly it took the decision to prevent further damage by returning to the drawing board.

 

Crisis plan

If your question and answer session does go ahead and goes horribly wrong, make sure you have a crisis plan in place to limit the damage, including how you will manage the media if it sparks their interest. 



We realise that these examples of social media Q&As could put you off holding one of your own. But that is not the aim. The idea is to make you aware of risks so that you can prepare for them and avoid making similar errors.

We firmly believe Q&As can generate highly productive conversations which can develop excitement around your brand and products. It just needs considered planning to avoid the pitfalls.

Mark Mars, Managing Director of Thirty Seven, said: “Just like an in-person press conference or an open discussion, Twitter Q&As provide a way for the audience to ask questions and hear responses directly from the host. But, all you need is Twitter. And anyone can do it.

"A Twitter Q&A is a great way to engage with your audience as it allows them the opportunity to talk to you in real-time conversation, in a more human way.

"Twitter Q&As are a great opportunity to get insightful feedback and for your audience to know you are taking their views seriously."

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

Marketing

Long vs. Short

Mark Mars 19th February 2018 — 3 mins read
O

n the other side you have the bigger, older warrior, still looking to give readers a more rewarding, informative and educational experience.

And you would be forgiven for thinking this has increasingly become something of a one side battle, with more and more content dipping below the 1,000 word mark.

At Thirty Seven, we believe brands should act like a publishing house producing a mixture of long and short content.

But we also strongly believe that long-form content is greatly underrated, that its strengths are perhaps not as widely appreciated as they should be and that it is not ready to be backed into a corner or hit the canvas just yet.

Don’t get me wrong, there is some great short-form content about. But it is ubiquitous and consequently it has become really tough for the good stuff to be seen and heard.

I passionately believe the quality has gone out of the industry and that too many agencies just churn out short content because it is the fashionable (and easier) thing to do.

This content almost always lacks depth and leaves the reader craving more detail. I’ve lost count of the times I have clicked on something with an interesting looking headline, only to be left disappointed as I find it consists of around 300 words and offers little or nothing I don’t already know.

In some cases the content is actually closer to the 280 characters of Twitter than anything really meaningful or educational.

And, I’m not alone. Studies have shown that the desire for long-form content has never gone away. More specifically, there has been a trend towards longer content in non-fiction long-form storytelling. From documentary form factors such as ‘The Journey’ from Amex, serial podcasts like Stories of the InterContinental Life, and through social media ‘story platforms’ or a well-worked blog series.

Creating compelling long-form storytelling content is not easy, nor should it be.

Investing in long-form content is sometimes perceived by sceptics as a gamble because of our supposed shrinking attention spans, the time pressures of modern life and a fear of giving away too much knowledge.

But it is a myth that we now have shorter attention spans than goldfish. The statistic sounds great and gives agencies an easy 'out' but it’s just not true and it is damaging content marketing.

Our attention span is changing, becoming more intensive, more efficient and hungrier for information. Human attention spans are nowhere near satisfied with eight-seconds of ideas or content. They want more and according to a recent BBC report, we can all vary our attention spans according to the task at hand.

And actually longer content does not take as long to read as some people believe. It actually takes just seven minutes to read 1,600 words - a length considered by many to be the optimal blog length.

I would argue that this is actually the shortest form of long-form content and that really effective long-form content goes beyond the written word. It is also about video documentaries, podcasts and stories told across various content formats.

 

Long-form content enables brands to take a much deeper look at a subject and really showcase its expertise in an area increasing its credibility and positioning itself as a thought leader ahead of its competitors.

And because people like it, they tend to share it more. Research from Moz and BuzzSumo has shown that despite 85% of all content on the internet being less than 1,000 words, content over that threshold consistently receives more social media love.

As well as resonating with readers it is also rewarded by search engines.

Don’t get me wrong, short-form content certainly has its place, especially when it comes to driving traffic to a website. But it is the longer form which really builds relationships and turn readers into customers.

Of course, it’s harder to write and requires much more research, but get long-form content right and it can deliver a knockout blow for your brand.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper. 

James White
14th February 2020 - 6 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.