What we can learn from @BronxZoosCobra

I’m a little hesitant to launch into any commentary on social media and the use thereof, it adds to the plethora of opinions on the subject and hence to the marketing ramble and clutter in this area. In my mind, this furious and frenzied conversation- most of the time a rehash of the same topics- indirectly and ultimately compels a few too many agencies and clients to launch into the social media environment with very unlikely brands and for the wrong reasons.

I’m a cynic. I am intolerant of unconsidered actions and reckless abandon when it comes to the use of social media platforms by brands. Why? Because I cannot fathom why I’d want to get regular updates from my preferred margarine brand in my facebook newsfeed. I simply cannot find a compelling enough argument for the use of Facebook by a margarine. Despite being fervently loyal to my preferred marg, I could not think of anything further from my interests and/or friends than a tub of oily, yellow stuff that I drown my toast and potatoes in.

Too often the actual nature of the platforms gets ignored. However, this week, I happily got reminded about the beauty of twitter and why I feel like I do about many brands and their ridiculous pursuit to be my friend.

An Egyptian cobra went missing from the Bronx Zoo in New York earlier this week (March 26th) . An anonymous person swiftly started tweeting as the @BronxZoosCobra, describing its sightseeing adventures in the city and its sinister thoughts while being ‘missing.’

Very quickly, @BronxZoosCobra’s follower count soared and its presence on Twitter was much talked about in significant local and international media. People commented, retweeted and seemed to become quite immersed in the “mind” and intentions of this creature. Without it necessarily being the intention of the person responsible for the feed and certainly that of the zoo, @BronxZoosCobra functioned as the most natural, believable and possibly effective marketing effort that that zoo has likely ever seen.

The Cobra was finally found yesterday and the Twitter feed promptly halted, and as far as I can see, it has been discontinued altogether*. What a pity. If I were the Bronx Zoo, I’d have contacted the Tweeter and offered them the chance to continue tweeting as the @BronxZoosCobra. What better way to bring a slightly uncomfortable creature to life and ultimately to peak interest in the particular exhibit The Cobra would be part of. The extensive following was already there and interest indirectly aroused.

I see it as an opportunity lost to use social media in the way it should be- organically. But despite this, is also makes me so much more aware of how many brands just don’t recognise the opportunities of social media platforms armed with proper insight into how they are used by people and can and should be used by brands.

*Sadly, rumour has it that the @BronxZoosCobra Twitter account has been suspended. What a tragedy, whoever may be responsible**. 


**It seems @BronxZoosCobra is back (April 5th). Excellent!