Social Scanner: The real-time marketing blog you don’t want your brand on
September 26, 2013 | Russ Martin | Comments
Since Oscar night in February, the Tumblr Real-Time Marketing Sucks has been documenting marketers’ failed attempts to hijack trending topics.
The blog is an unforgiving critique of marketers jumping on the real-time bandwagon, most recently posting a series of scathing micro-reviews of the effort (or lack thereof) brands like Audi, Glade and Klondike put into their Emmys posts, quipping, “Did some agency lose the Audi social media account recently? Whoever took it hostage is destroying the brand with a round of Photoshop pre-planned tweets.”
Like other industry satires, from Doritos Ontario to Agency Wank, the people behind the blog are anonymous – probably out of a desire to keep their jobs/clients (as this week’s @Horse_ebook reveal showed, these spoofs are usually the property of industry insiders). They did, however, peek out from behind the curtain by granting an interview to Digiday this week.
“Brands need content that will generate positive engagement to justify their social media team’s work,” they said, explaining why real-time is so popular. “A lot of clients don’t know how to measure social media value, so having more of something even the client doesn’t understand, such as engagement, feels like success.”
They weren’t just throwing stones, though. They conceded that not all real-time marketing is bad, giving a nod to Target, which tweeted looks similar to those worn on the red carpet. “It was a great effort since it was relevant to their audience watching the Emmy’s and it brought in their product in a meaningful way.”
Guess a relevant, product-driven ad is what it takes to impress real-time’s biggest critics. Either that or Real-Time Marketing Sucks has been an elaborate, evil-genius ploy by Target’s marketing team.
Hootsuite has a new vice-president of community
Hootsuite has a new social executive, Jeanette Gibson, who has joined the Vancouver-based company to lead its outreach programs. Prior to the appointment, Gibson worked at Cisco as senior director of social media and digital marketing and held positions at the startup PointCast and the PR firm Copithorne & Bellows.
How NHL’s highest scoring players fare on social
Ahead of the NHL regular season, the digital marketing firm Elite Email released a scorecard showing which of the league’s top 50 highest-scoring players have the largest followings on Twitter.
Here’s the top 10:
1. Alexander Ovechkin, Washington Capitals, 608,735 followers
2. Patrick Kane, Chicago Blackhawks. 384,548 followers
3. Taylor Hall, Edmonton Oilers, 279,580 followers
4. P.K. Subban, Montreal Canadiens, 269,877 followers
5. Steven Stamkos, Tampa Bay Lightning, 257,023 followers
6. Claude Giroux, Philadelphia Flyers. 254,453 followers
7. Jordan Eberle, Edmonton Oilers. 184,030 followers
8. Matt Duchene, Colorado Avalanche. 161,093 followers
9. Logan Couture, San Jose Sharks. 155,886 followers
10. Phil Kessel, Toronto Maple Leafs. 129,272 followers.
For the full 50, go to Elite Email’s site.