Do brands deliberately mess up on social media? Even Mastercard?


Just a thought after seeing Mastercard’s woeful attempt to get journalists going to the Brit awards to tweet in a certain way.

Either it is because they have marketers who are utterly clueless about the way the media and journalists work. This does seem to be happening a lot and some of my more cynical journalist friends believe that it is because there is a generation of marketers who understand how social media works from an operational perspective, but have come from an ad agency background and don’t understand the sensibilities of journalists. In this instance though the culprits were House PR, a well established PR company. UPDATE – apparently another agency handles the press accreditation not House!

Or maybe it is this?

Did you know that Mastercard was sponsoring the BRITS – nope me neither. You do now though. And you can bet that the hash tag #pricelesssurpises is going to be used a lot more now that it would have been had Mastercard not been so cheeky.

As a fellow journalist tweeted – How else would anyone care enough to tweet about the Brits these days?

There are examples of brands who have suffered massively because of this type of of social screw up, but not many. In the short term it might make Mastercard look silly, but when everyone from Mashable to Metro starts writing about it the brand gets a lot of free publicity…