Earlier today the clothing store’s PR rep saw that “Aurora” was trending on Twitter. Instead of conducting a simple Twitter or Google search to find out why that word was trending before inserting their brand into whatever the story might be, the PR rep blundered blindly right into a well-deserved firestorm.
Because of the way the Tweet was written with phrases like “clearly about” and the “wink-smile,” many people (528 at the time of the screen grab) assumed Celeb Boutique knew what the topic was about. They angrily reTweeted and bashed the brand for a total lack of humanity and an attempt to turn the massacre of innocent people, including children, into a marketing ploy for a dress.
Now, I think we can all assume that wasn’t the case and there is no way this was deliberate. Stupid, yes. Incredibly, mind-bogglingly stupid. But, certainly not deliberate.
The boutique took down their Twitter handle shortly after receiving angry responses. And, since then, the company issued this statement:
Now, we all make mistakes, I know I do. But, this is such a powerful reminder that a small amount of research can go along way.
Before you issue that Top Ten List that ties your brand to some super cool tips, do a quick Google search to see if your competition got there first.
Before you pitch a reporter on the terrific angle that will connect your brand to a super hot topic, take a look to see if the reporter has already covered that story.
Before you spend thousands of dollars commissioning a study that shows consumers want what you’ve got, take a look around the interwebs to see if that study already exists.
And, before you hijack a trending topic on Twitter – in the name of all things good and right with the world – take two seconds to see why the topic is trending in the first place.