The Drum Live: Viral sage Adam Clyne’s dos and don’ts for brands on social

With a keen understanding of the digital zeitgeist honed at LadBible and through leading Coolr to win accolades for leadership and innovation at The Drum’s Awards Festival, Clyne knows better than most the thin line brands must walk between rapid engagement and potential backlash.

Coolr, under Clyne’s leadership since 2017, has grown into a social media titan known for its astute and swift reactions to real-time cultural phenomena. This capability not only requires an innovative edge but also a deep understanding of social dynamics. “The world keeps moving all the time... publishers need to stay on top of these things,” Clyne notes, emphasizing the relentless pace at which social media evolves and the necessity for brands to keep pace.

A standout instance of Coolr’s prowess came with a now-famous interaction involving Kanye West and Burger King. When West tweeted, “McDonald’s is my favorite restaurant,” Burger King’s response, crafted by Coolr, was a mere three words: “Explains a lot.” This reply not only went viral but also demonstrated how brands can insert themselves into cultural conversations with poise and resonance. Clyne reflects on the moment: “It was a cultural moment, not just a social moment... people still talk to us about that, and it’s like four years ago.” This event exemplifies the potential of social media interactions to transcend the digital space and enter broader cultural discourse.

To consistently execute such timely interactions without veering into recklessness, Clyne has developed sophisticated systems within Coolr. These allow for quick decisions that remain aligned with a brand’s core values and strategy. “Not everything can go through legal if you want to play at the speed of culture... We set up WhatsApp groups for reactive opportunities,” he explains. This strategic approach underscores the need for agility within a framework that respects the brand’s established voice and compliance obligations.

Another example of Coolr’s innovative strategies in action is their campaign for Lyft, which cleverly leveraged the celebrity status of Pete Davidson. As Davidson’s high-profile dating life became fodder for public discussion, Coolr spotted a unique marketing opportunity for Lyft. Clyne recounts, “We saw that something was going to happen again because the lad can’t help himself... So straight away, we put out a post that said, ‘Get her a Lyft before Pete Davidson does.’” This campaign not only sparked widespread engagement across social platforms but also prompted other brands and even the public to participate in the narrative, demonstrating the ripple effect of a well-timed social media strategy.

Clyne also emphasizes the crucial role of community management, which he views as a strategic tool rather than a mere customer service function. “It’s about an organizational mindset shift that has to come from the top down... Social has to be seen as important from the top,” he asserts. Effective community engagement can transform simple interactions into significant brand-building moments, requiring a nuanced understanding of social platforms and the capability to integrate seamlessly into ongoing conversations and trends.

In conclusion, Clyne encapsulates his philosophy on balancing timely responses with strategic caution: “It’s not just about being first; it’s about being smart and genuine in your engagement.” This approach not only mitigates potential backlash but also leverages the unique opportunities presented by social media, turning them into moments of significant cultural engagement.

Social media presents a dynamic and fast-paced environment for brands, which, while offering vast opportunities for engagement, also poses significant challenges. Drawing from Clyne’s wisdom, here are the top 10 challenges brands face when managing their social media strategies, along with advice on how to overcome them.

Top 10 challenges in social media and how to overcome them: according to Adam Clyne

Navigating cancel culture

Challenge: Responding quickly without provoking negative reactions.

Solution: Develop a clear understanding of your audience’s values and sensitivities to guide your content and responses.

Maintaining brand voice amidst rapid responses

Challenge: Keeping a consistent brand voice when responding quickly to trends and cultural moments.

Solution: Establish a comprehensive brand tone guide that all team members are trained on, ensuring consistent communication across all channels.

Legal and compliance hurdles

Challenge: Balancing swift social media engagement with the need for legal compliance.

Solution: Streamline approval processes by setting predefined boundaries for what can be posted without additional legal review.

Engaging in real-time cultural conversations

Challenge: Deciding when and how to engage with real-time events without seeming opportunistic.

Solution: Use strategic insight to select moments that align well with the brand’s identity and values, similar to how Coolr capitalized on Kanye West’s tweet for Burger King.

Resource allocation

Challenge: Allocating sufficient resources to manage social media effectively, given its 24/7 nature.

Solution: Invest in a dedicated social media team and consider outsourcing during peak times to ensure continuous monitoring and engagement.

Data overload

Challenge: Managing and making sense of the vast amount of data generated from social media interactions.

Solution: Utilize advanced analytics tools to sift through data and extract actionable insights that can guide decision-making.

Keeping up with platform changes

Challenge: Social media platforms frequently update algorithms and functionalities, affecting how content is seen and engaged with.

Solution: Stay updated on all platform changes and adapt strategies accordingly. Regular training sessions can help keep the team informed.

Risk of engagement backlash

Challenge: Engaging with users in a way that could potentially backfire.

Solution: Develop a crisis management plan that includes steps for quickly addressing and mitigating backlash.

Community management vs community engagement

Challenge: Transitioning from basic community management to proactive community engagement.

Solution: Focus on meaningful interactions that build community trust and loyalty. Train your team to view every comment and interaction as an opportunity to enhance the brand’s image.

Evolving consumer expectations

Challenge: Keeping up with the changing expectations of tech-savish consumers who expect innovative and interactive content.

Solution: Continuously innovate with content formats and engagement strategies to keep your audience interested and involved. Monitor trends and consumer behaviors closely to anticipate shifts in expectations.