Why Twitter is Good for Brand Personalities, Even Kermit The Frog

Kermit the Frog of the Muppets is now on Twitter. Above Promotions Company. Tampa, FL.
Kermit the Frog of the Muppets is now on Twitter. Above Promotions Company. Tampa, FL.
Kermit the Frog of the Muppets is now on Twitter. Above Promotions Company. Tampa, FL.

While watching Kermit The Frog appear on the TODAY Show last week promoting the new Muppets movie, it was announced to the viewers that Kermit The Frog is now on Twitter.

Of course it seems logical to put a brand on Twitter. Just about every business should have some sort of presence on this micro-blog social media site. In fact, I would venture to say brand personality profiles have it much easier than a brand profile itself as long as they know how to navigate offensive waters. But when it comes to the Muppets and their characters, does it make sense to have a separate account for Kermit? The answer is yes.

What will the green guy post about? Can we expect him to chat from a personality standpoint or exclusively marketing one?

So of course, I immediately went to Twitter and posted the following:

AP Tweets Kermit the Frog Muppets on Twitter Above Promotions Company
Above Promotions Tweets Kermit the Frog of the Muppets on Twitter. Tampa, FL.

No reply was made, but the odds in that were slim to none anyways. I would not expect a social media manager to reveal what they have up their sleeve publicly. Nonetheless, it will be very interesting to see what approach is taken with the green guy.

Setting up his account as a brand personality profile gives the frog much more room to be creative in nature and ignore the complainers and trolls. Imagine being able to get as crafty or off-the-wall with your posts. Then having the opportunity to select what you will respond to in conversation. Using a more social voice will allow Kermit or any brand personality, the ability to not focus on responding to any customer service issues or sounding like an advertisement. Another team can monitor for complaints and address them separately from the Kermit The Frog account. He can be the charming character which has won over so many across the world.

Kermit’s account may be low now, but the type of posts the social media team completes will determine how it grows. As long as their team focuses on the true demographic of the Twitter account this should work in Disney’s favor. Although the Muppets attract children, they are not actually old enough to tweet or even have a Twitter account. In fact, Kermit’s tweets should be geared more towards the working or stay-at-home parent or the long-time fan, than general tweets speaking solely about the movie and toys one can purchase.

So what should he talk about? As with any celebrity or branded personality social media account as long as the profile is set-up to:

  • speak to their fans as though they were in the same room or in some cases as friends,
  • promote their interests which are similar to their fans,
  • maintain a stature of knowledge, importance and connections within their industry,

they will find great success with this account.

With these three points to focus on. Success of a celebrity or personality brand can be created in a social media environment for just about any business.

What about you? Does your company have a branded personality? Do you have your Kermit The Frog? Maybe not in the form of a cartoon character, but the face of your company instead. Have you created a social media page just for them and separate from your company’s? If so, you will find the three points listed above can easily apply to non-fictional characters. In fact, thanks to social media, it’s even easier for you to expand the reach of the face of your brand.

So does your company have a branded personality? Would love to learn more about yours. Leave your comments below. They may be used for future posts.

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Above Promotions is a full service publicity, digital marketing and promotions company, founded with the purpose to serve an array of clients that are looking to expand their presence in the marketplace. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.

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Ebony T. Grimsley is the Creative Director and Owner of Above Promotions Company. She is also the author of “Because You’re Small: Effective Marketing Strategies for Immediate Implementation” which is sold on Amazon, Barnes & Noble and other stores and a contributor to various media outlets.

Over Two Years and Paula Deen Couldn’t Be Saved?

 

Paula Deen shown above. Image by TMZ.com. Above Promotions Company. Tampa, FL. 2013.
Paula Deen shown above. Image by TMZ.com. Above Promotions Company. Tampa, FL. 2013.

 

Over the past several days the entire world has watched Paula Deen’s career implode. Deep fried butter jokes and heated racial discussions have been the center of much of the public’s talk surrounding her thanks to the National Enquirer exposing her discriminatory words during a May 17th legal deposition. The deposition is the result of a lawsuit by Lisa T. Jackson, a Caucasian woman, who states she witnessed Paula and her brother, Bubba Hier, make discriminatory and sexual harassment statements and even acts of violence during her years with Deen Enterprises. This document reveals Deen admitting to not only using the “N” word, but also statements against those who are Jewish, black and other inappropriate workplace comments.

What is perplexing to me over this entire Deen meltdown is the fact this issue has been going on for over two years. This issue was knowledge to not only her previous, but current public relations agency. Why wasn’t a winning strategy executed or in place for this firestorm? WSAV, a NBC news affiliate, has this lawsuit going back to at least January 2011. Nancy Assuncao admits during a recent CNN interview for having worked with Deen for six years. The timeframe of her work covers when this allegation by Jackson first arose. According to Reuters.com, Oliver Maner LLP, attorney office for Deen, released a statement regarding the lawsuit in March 2012 and listed Deen’s public relations contact as The Rose Group. The Rose Group apparently replaced Assuncao who resigned during the Victoza, a Novo Nordisk drug, debacle. Again, it’s just not clear as to why did it come to the Food Network not renewing their contract with her and QVC distancing themselves away? Why is Paula Deen losing this fight?

This leads one to believe either one or more of the following three things happened:

  1. Paula Deen was in denial to her public relations team about making any offensive statements to or around employees; or
  2. Her public relations team underestimated the response and was unable to develop a fireproof strategy; or
  3. A strategy was created and Deen decided to not follow it.

It’s quite sad to think with over two years of time, pre-emptive moves to solidify Deen’s feelings of acceptance of all man-kind hadn’t drowned the airwaves in order to strengthen the fan base prior to the deposition. What would lead to Deen not being ready to schedule and appear at several interviews to denounce any foul intent in what Jackson may or may not have witnessed during her tenure with Deen Enterprises?

Instead there is a no-show on the TODAY Show, two apology videos, one of which Juda Engelmayer, Senior Vice President of 5W Public Relations was present during the recording, a loss of a television contract with the Food Network and no scheduled appearances to move her cookware line on QVC.

So as we wait it out to see what will happen next, if an additional agency will be brought in to help per rumor or if she’ll just sit back and wait until the lawsuit and public frying is done, it should be an interesting case study for practitioners everywhere to say the least.

What do you think? Why do you think Paula’s empire burned? Do the pr professionals who are or were around her have any blame in this? Comment below. Your reply may be used for a future post.

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Above Promotions is a full service publicity, marketing and promotions company, founded with the purpose to serve an array of clients that are looking to expand their presence in the marketplace. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.

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Ebony T. Grimsley is the Creative Director and Owner of Above Promotions Company. She is also the recent author of “Because You’re Small: Effective Marketing Strategies for Immediate Implementation.” To find out more information on the book, please visit http://www.abovepromotions.com or purchase online at Amazon, Booktango and other online bookstores.

Twinkies No More?

Hostess is on the bankruptcy path once again. Photo Couresy of AP/NBC News. Above Promotions Company. Tampa, FL
Hostess is on the bankruptcy path once again. Photo Couresy of AP/NBC News. Above Promotions Company. Tampa, FL
Hostess is on the bankruptcy path once again. Photo courtesy of AP/NBC News. Above Promotions Company. Tampa, FL

We’ll get back to scandals, sex and other shady things in the news next week. Today’s post had to created and shared. Could it be? The iconic brand from most adults childhood will be no more.

This morning on the TODAY Show, the CEO of Hostess, Greg Rayburn, stated that the bakers’ union and the executives could not reach an agreement and the company will begin liquidating assets today. It’s hard to imagine a company that has been around since 1930, can crumble over wages and benefits. Unfortunately, according to Greg this is the reason for the demise of an iconic brand.

As I scratched my head thinking, “when was the last time I’ve even had a Twinkie?”, I heard the Above Promotions account executive say the same thing. It became clear to me that we may not be the only ones who hasn’t had a Hostess anything in over a decade. And although I would like to think “Wow! That’s crazy. 5,000 bakers just put over 18,000 people out of work.” I do not feel this is the reason the next time I’m in Publix, the space Hostess once occupied will be filled with something else.

Consumers have evolved and become educated. Hostess has remained the same and has not done a good enough job to combat those knowledgable consumers. As to where we can see other snack companies such as Frito-Lay and Nabisco evolve over the years and introduce various options, including ones with less chemicals, Hostess seems to have dug in its heels and showed it will not change. I cannot recall Hostess even demonstrating an attempt to overcome the news feature when the TODAY Show deconstructed the Twinkie. Seriously, there are at least 18 items in a Twinkie, I would not consume and a few of those could be found in cleaning products.

Where was the innovation? Where were the re-branding efforts? Attempts to market to a new demographic. So no, we can’t blame the bakers, President Bush (original attempt for bankruptcy filing in 2004) or President Obama, nor the cost of ingredients going up for the brand’s demise. This rests solely at the feet of the company’s leaders. Change is a vital part of business and every company has to be prepared to go the direction of consumers. If it is not working. The public isn’t buying it. It’s time for a change. Maybe if not in a new line, at least some updated marketing and attempt to engage with the public once again.

When we think about it. Maybe the brand dies years ago. The news heard around the world today, could just be the delay of the funeral.

What do you think? Is the bakers’ union to blame? When was the last time you consumed a Hostess product? Will you miss the brand? Will someone save the Twinkie?

Tell us your thoughts and it could be used for a future post.

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Above Promotions is a full service publicity, marketing and promotions company, founded with the purpose to serve an array of clients that are looking to expand their presence in the marketplace. From a local to international market, Above Promotions Company can provide the exposure that goes above your expectations. Visit http://www.abovepromotions.com today.

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Ebony T. Grimsley is the Creative Director and Owner of Above Promotions Company. She is also the recent author of “Because You’re Small: Effective Marketing Strategies for Immediate Implementation.” To find out more information on the book, please visit http://www.abovepromotions.com or purchase online at Amazon, Booktango and other online bookstores