Twitter has a quadrant chart that profiles content as Planned / Unplanned and Always-on / Tentpoles. The Oreo cookie Super Bowl blackout tweet was a great example of content that sits in the Unplanned / Tentpole quadrant.
View from the 28th floor of the Westpac Building – Kent Street, Sydney.
In the Sydney CBD, fire broke out in the basement of the Barangaroo building site. Barangaroo is positioned as ‘a vision that embodies all of Sydney’s unique harbour city character – the perfect place to work hard, do business or simply relax and enjoy the view.‘
Right beside the building site is KPMG and Westpac Bank. I work at Westpac on the 28th floor with a clear view of the Barangaroo building site.
Therefore I found the following tweet from the Australian Broadcasting Corporation’s Managing Director Mark Scott particularly interesting.
I think Mr Scott’s assertion was that brands participating in social media should have a process in place to create, produce and publish content that fits in the Twitter ‘Unplanned & Tentpole’ quadrant.
This is an advanced stage of social media development because it requires an internal process that can correctly identify opportunities and quickly produce and publish content.
I disagree with Mr Scott’s assertion that Westpac and KPMG should have shared images of the fire from corporate social accounts.
Publishing images of the fire from corporate social media accounts would be inappropriate and carry no valued connection back to the brand. Perhaps the lack of corporate social media updates of the fire was a positive test of social media prowess?
How inappropriate would it be if a pic of the fire was published with copy reminding businesses to review their insurance policy?
At the time I saw Mr Scott’s tweet, I responded with the following tweet:
Six hours earlier in the day, as I was heading into work, I tweeted the following Mashable post:
I guess the post was correct, because this happened after I tweeted images of the Barangaroo fire from my personal Twitter account:
