In my normal day of perusing the oodles of e-newsletters I subscribe to, I ran across an article in USA Today about how Sweethearts is debuting a “Tweet Me” Sweetheart candy for this Valentine’s Day. The article quotes the VP of Marketing for New England Confectionery, maker of Sweethearts, explaining that the inclusion of the Tweet Me Sweetheart is “in recognition that society is changing the way to say ‘I love you.’ ” Really, could it be?
As a PR professional, I am an advocate of social media, but as a human being I surely don’t agree that this is the evolution of how we show affection. I would love to know who came up with this statement. I think the idea to include the Tweet Me Sweetheart is clever, and the brand received a huge story in USA Today (also linked on the Huffington Post), as well as coverage in the Boston Herald. Also, I am blogging about it (as are others), Twitter is a partner, and there are tweets rolling in about it. But I would have recommended focusing on the fact that the brand responds to what is happening in the culture. The article also talks about its iPhone app, which sounds interesting and further demonstrates NECCO’s ability to evolve with the current happenings. For what is a smart partnership and a great campaign for building conversation about the brands, I would have expected a smarter statement as to the “why.”
In the end, the brands fit really well together … short and sweet. But I have to admit that personally, when it comes to showing affection, I prefer a call, a note, flowers or a hug.
Posted in: Integrated Marketing, Online Marketing, Public Relations, Social Media, Uncategorized
Tags: Culture, iPhone Applications, iPhone Apps, NECCO, public relations, Public Relations and Social Media, Showing Affection, Social Media, Social Media Culture, Social Media Evolution, Sweethearts Candy, twitter
6 Comments 
As much as this shows how the younger generation is obsessed with the INTERNET, this also shows how the older generations need to be involved in social networks sites as well. Especially in the PR world. If we are not connected then we will not be able to do our job. The old rules of PR have changed and new ones, involving the Internet, have evolved.
Jessica,
I couldn’t agree with you more. The PR world continues to change at an alarming rate. I am glad to see all types of companies embracing the new channels. However, I think the fundamentals of PR remain the same with your message being one of the most critical elements.
Thanks for your thoughts! – Robin
Robin,
I agree, I think that the fundamentals of PR need to somewhat stay the same. However, so many things are changing. PR is no longer just us to the media. Information is now getting out to the public is very easy. With things like blogs, Twitter, Facebook, etc… The public no longer has to wait to hear it from the media. With a few clicks, the public can get what they want. Have you read “The New Rules of Marketing and PR” By David Meerman Scott?
Jessica,
I haven’t read the book you mentioned, but I am definitely in agreement on the changing PR space. Consumer generated content is critical to monitor and foster, as they can be your best brand ambassadors. The new channels also provide valuable ways to mitigate or resolve crises. Consumers expect companies to be listening and responding in real time. Of course, I am a believer that traditional media still play a valuable role as it relates to being a credible source for information. It all works together, in my opinion.
Thanks for the dialogue!
Robin
Robin,
That book by David Meerman Scott is a great book. The whole book talks about the “new PR” and how it relates to the old rules. I would reccomend reading it, he has some great insite.
Thanks Jessica! I will check it out. I appreciate the conversation.