How Competing Brands Can Benefit From Shared Social Campaigns

In a textbook example of "any publicity is good publicity," rival brands that engage in social media banter can each see a boost in their social ROI.

Have you ever thought it strange to see a Lowes open up near a Home Depot? How about a CVS situated just across the street from a Walgreens? Or fast food places clustered together? Jayson Demers over at Inc. explains that the reason rivals set up shop in close proximity to each other is because customers are attracted to locations with more than one store. What seems like it should be a battleground for fierce competition turns out to be a peaceful home where rivals benefit from each other's existence.

Demers explains that shared social media campaigns can work in the same way. When building a company's brand, it's often important to try and add a human element into the mix. Nothing comes off as humanizing quite like silly, witty banter on Twitter or Facebook. Demers uses the example of a recent Twitter "feud" between KFC and Cap'n Crunch (admittedly two non-competing businesses). The two companies mustered considerable buzz by simply poking a little fun at each other online. Something similar happened between social media stalwarts Taco Bell and Old Spice. Their amusing antics led to a lot of good vibes and increased brand visibility.

Demers thinks these strategies would work just as well for companies that compete more directly than those in the examples above. As part of the "humanizing" factor, customers will view a simple social partnership as an example of good sportsmanship and sense of humor. There's strength in numbers online and almost any publicity can be good publicity on Twitter.

Take a look at Demers' full piece (linked below) and tell us what you think.

Read more at Inc.

Photo credit: bikeriderlondon / Shutterstock

LinkedIn meets Tinder in this mindful networking app

Swipe right to make the connections that could change your career.

Getty Images
Swipe right. Match. Meet over coffee or set up a call.

No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.

Keep reading Show less

The dos and don’ts of helping a drug-addicted person recover

How you talk to people with drug addiction might save their life.

  • Addiction is a learning disorder; it's not a sign that someone is a bad person.
  • Tough love doesn't help drug-addicted people. Research shows that the best way to get people help is through compassion, empathy and support. Approach them as an equal human being deserving of respect.
  • As a first step to recovery, Maia Szalavitz recommends the family or friends of people with addiction get them a complete psychiatric evaluation by somebody who is not affiliated with any treatment organization. Unfortunately, warns Szalavitz, some people will try to make a profit off of an addicted person without informing them of their full options.
Keep reading Show less

10 science photos that made history and changed minds

These photos of scientific heroes and accomplishments inspire awe and curiosity.

Surprising Science
  • Science has given humanity an incalculable boost over the recent centuries, changing our lives in ways both awe-inspiring and humbling.
  • Fortunately, photography, a scientific feat in and of itself, has recorded some of the most important events, people and discoveries in science, allowing us unprecedented insight and expanding our view of the world.
  • Here are some of the most important scientific photos of history:
Keep reading Show less

In a first for humankind, China successfully sprouts a seed on the Moon

China's Chang'e 4 biosphere experiment marks a first for humankind.

Image source: CNSA
Surprising Science
  • China's Chang'e 4 lunar lander touched down on the far side of the moon on January 3.
  • In addition to a lunar rover, the lander carried a biosphere experiment that contains five sets of plants and some insects.
  • The experiment is designed to test how astronauts might someday grow plants in space to sustain long-term settlements.
Keep reading Show less