Creative analysis, Marketing and PR

GOG, this is not how you market on Twitter

I’m still trying to figure out how they thought this would be a good idea:GOG Twitter marketing 2

[Plus several dozen similar posts before.]

If you’ve read my post on how not to market comics on Twitter, you may remember rule number 9 (and yes, GOG also broke rule 1. a bit too). This is a similar situation.

I can kind of understand this sort of amateur mistake from someone who doesn’t have anyone with social media marketing experience, but you’d think GOG would know better. And with over 65,000 Twitter followers, their regular followers would have done the work for them and wouldn’t need to have been tweeted at either. Hell, I’ve already seen loads of friends link to the offer over on Facebook.

Anyway, it’s difficult to explain why this kind of activity looks bad, but I’ll give it a go: 1. it makes you look far too needy and 2. you’re publicly asking for endorsement from someone. With GOG’s approach looking pretty scattered, they couldn’t have been sure that the figures they’re asking for this endorsement will actively retweet them, because it’s bottled up with a whole load of issues surrounding celebs and endorsements.

While a straight-up RT will get around the issue of showing where an endorsement came from, which is a big issue under UK law and in other territories, it doesn’t get round points 1 and 2. GOG’s audience base is already big enough that they would have done the work and would have felt like they were on side. It’s a strange mix of iffy image and engagement that GOG have managed to get themselves mixed-up in. And it doesn’t look particularly good when someone who has way more followers (almost a million more) than them tweets back:

GOG Twitter marketing 3

While a few of the twenty plus directed tweets did result in a retweet, the vast majority have not and certainly not from Twitter users who have the kind of “tastemaker” status and follower numbers that would help GOG out with their call to action being acted upon. If they couldn’t have DMed the accounts in question, they should have taken the time to email them instead or… just not done this at all and instead just stuck with a basic Tweet about the offer… and not posted almost the same thing twenty times in a row.

TL;DR

Don’t publicly, directly ask for retweets of Twitter posts, it’ll probably make you look stupid and get someone’s back up.

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