Yesterday, I published a blog posting in regards to the Montreal Canadien’s failed Twitter campaign and how surrendering their brand was not the wisest thing to do.
I also mentioned that the New England Patriots attempted virtually the same stunt just over a year ago.
This is why the Canadiens’ #CanadiensMTL1M Twitter campaign was so bad—it had already been done, with the same result, relatively recently by another organization.
It’s a glowing example of why media monitoring and analysis is essential for all organizations.
It also illustrates that even if your organization is engaging in media monitoring and analysis, you should expand your monitoring beyond yourself and your competitors.
If you are not, you should be.
The value of monitoring your industry/specialty for hot-button issues within your monitoring program is obvious in this context. And it’s quite likely that if the Habs’ social team had been on top of what the Patriots went through, they likely wouldn’t have made the same mistake.
Media monitoring and analysis is also about educating yourself about your industry and how others have approached situations, both positive and negative.
In the case of the Montreal Canadiens, they should have been aware of the New England Patriots’ misstep with their Twitter campaign.
Learning from someone else’s mistake is a lot more effective than learning from your own.