The social media practice that must end in 2014

Hint: We really don’t need to know a brand’s take on a national tragedy.

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With 2013 in the rear window, there are a lot of ideas for ways to improve social media campaigns and efforts generally as we begin a new year.

There were a lot of unique and creative campaigns in 2013 that we can all look to for creative inspiration. Conversely, there is one social media tactic that deserves to boxed up and shelved with the rest of the holiday decorations, forever.

Brands’ commenting on news, holidays, and anniversaries

For some reason, marketers find it necessary to share the thoughts of the brand (usually a cartoon mascot or logo) on a breaking news event or historical anniversary. This sort of gimcrackery has become pervasive in the wake of the brilliant Oreo Super Bowl tweet that spawned a multitude of copycat memes.

No one needs to know how Pizza Hut is reminiscing about 9/11 or how JCPenney feels about the most recent school shooting.

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