In marketing, the old adage “Better late than never” isn’t necessarily sage business wisdom. Especially when it comes to PR and social media, now is better than late, and sometimes even never is better than late.
Think about it. When the world is a-tweet with some current event that ties into your business, you have a fantastic opportunity to speak to a mass market interested in just that particular topic. It’s called Newsjacking. For example: If you’re Target, or an HR and Payroll firm, the Walmart pay raise announcement is a perfect opportunity for you to chime in with your two cents about the topic of minimum wages.
If you wait a couple days to post your own commentary on social media, 1) you’ve already missed capturing the mass market following the hastags for #MinimumWage or #Walmart, and 2) coming late to the party can give the impression that your brand is a follower, not a leader. Worse, for specific things like #TBT (Throw Back Thursdays), if you post on a Friday instead of a Thursday, your brand is almost guaranteed to be seen as behind the times, possibly even unresponsive. Is that the perception you want the public to have of your brand?
So when you have an opportunity to newsjack and piggyback your promotions on to current events or trends, get that blog written and start chiming in on social media as soon as possible — now, not later.
Of course, there are instances when marketing initiatives don’t need to be timely, but in general regarding marketing for your business, everything is “Better NOW Than Never” and sometimes even “Better Never Than Late.”
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