After a remark on Twitter this morning, this is a little conversation about enthusiasm and social media marketing. I call it, ‘The Rabbit’…
Person 1: I want to give your business a rabbit!
Person 2: A rabbit.
P1: Yes, a rabbit. It’ll be free – we’re not going to charge you for it – and it’ll be a fantastic social media win. Think about it, cute creature, it’ll go viral in fifteen minutes.
P2: You want to put a rabbit in my business.
P1: Yes, absolutely. In the window! It’ll have our logo shaved into its fur. It’s part of a nationwide promotion—
P2: A nationwide promotion of rabbits?
P1: Well, you know what they say! No, seriously, we’ll be encouraging people to take pictures of them and hashtag them #rabbit – it’ll be fantastic, we’ll be trending in no time. And we’d love you to be a part of it!
P2: Okay, okay, hashtagged rabbit, I get it. But I have a couple of questions.
P1: Go for it!
P2: I take it you’ve already sourced this rabbit?
P1: Yes, it’s a black one – we saw it and thought of you.
P2: Great, thanks. So – how are we going to feed it?
P1: Oh, that’s easy. You can just bung it some lettuce or something.
P2: And how about water? And cold? And who’s going to look after it?
P1: You must have an animal lover on your staff – they can take it home with them in the evening.
P2: On a London Tube? And if this poor thing’s in the window, then what about hay, and bedding, and rabbit poo? And who’s going to keep shaving the logo – your logo – back into its fur?
P2: And then I really have to ask: if you’re nationally hashtagging this wee beastie #rabbit, and it’s bearing your company logo – then how does its presence benefit us specifically? How it does it make us stand out? I don’t mean to be corporate, or anything, but if I’m going to offer you essentially free advertising space, how does this #rabbit actually benefit my business?
P1: But – cute creature, on twitter, everyone will love it! They’ll take pictures! Be like that street bloke and his cat!
P2: Look, I get where you’re going – of course everyone loves a cute bunny, and there will inevitably be pictures. But it requires a lot of management, it carries your logo rather than ours, and it doesn’t differentiate my business, or make my brand stand out. And, forgive me, unless this rabbit’s pooing chocolate drops, it doesn’t give me something that I can actually sell.
Person 1: So – you’re saying no to a free rabbit? In your window? Twitter viral win?
P2: With the best will in the world, I’m not sure this one is going to work for us. Come back to me when you’ve got something in a #wampa. That’s right up our street, and that shit, I know we can move.
Social Media enthusiasm is great. But when you’re making a proposal, please think it through.