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Megan Barto

Megan Barto Finance Manager

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Don’t Forget About Social Media!

Did you watch the Daytona 500 last night?  Typically, there were quite a few crashes (after all – how exciting would it be for cars to turn left 4 times in a big circle without them?). One inparticular sticks out – the fireball which erupted when Juan Pablo Montoya careened into a Jet Dry Druck.  Check the video here.

I was awake.  I saw it on Twitter and then I turned on the TV.

All this time, twitter was erupting.  Driver, Brad Keselowski tweeted a picture of the fire (from his car!) Many believe it was the first time ever a tweet was sent from the racetrack. 

After several hours – the crews for NASCAR brought out boxes of Tide to clean up the jet fuel.  Talk about product placement and great PR! 

Now, Tide’s twitter username isn’t hard – it’s @tide.  But someone was asleep in the land of Social Media Management.  Tide’s twitter account was silent from 2:25 PM yesterday until 6:53 AM today.  No live tweeting at all during the race, when millions of people were mentioning their brand on Social Media. 

This would have been an amazing PR opportunity for Tide.  “Tide was ones who saved the Daytona 500” I saw quite a few people put up.   Why wasn’t Tide tweeting this?  They should understand that just because their people sleep, doesn’t mean their audience sleeps (especially when there’s a major sporting event on.).

What does this lesson tell you? 

Monitor your brand.  If you know a big event is going to happen and your brand may be part of it (I’m sure the people at Tide knew their product could potentially be used in a fuel spill clean-up), be alert! Or if you don’t have the ability to monitor your brand, find (or pay) someone who can! 

Social Media doesn’t sleep – make sure you don’t miss golden opportunities for your brand.  

Ron Henson
Excellent Megan! You are spot on with this post. That was a TIDAL WAVE (pun intended) of free publicity.
Jim Bell
Social can be viral. Tide has got to be loving this today. Another thing is look at the amount of followers that Brad Keselowski picked up while he was tweeting from the track. Last I heard, he had picked up over 100,000 follwers in the 2 hour delay while he was doing his tweet up on the back straight away.
Chris Costner
Very good points Megan and I did see many of our tweets going out but nothing coming back unfortunately. Here was mine once the Tide came out: Chris Costner @chriscostner Hey @tide - #CHACHING #Daytona500 I do like how NASCAR is keeping "social" going the entire time with the commentators "@names" whenever someone is speaking and the #Daytona500 hashtag underneath the FOX logo in the upper righthand of our TV screens. Great points Megan and thanks for sharing.
Derek Finke
Excellent article, Megan. Interesting to see how important Twitter is in the US. Here in Germany we only have 700,000 Twitter users. And just a few dealers are with them.

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