The recent and sudden death of Amy Winehouse, a celebrity known to suffer from substance abuse, got us wondering… where is the line between capitalizing on a headline as a teachable moment and shamelessly piggybacking onto that headline?
As we sat around discussing current news, trolling for items that may be relevant to our partners and other social marketers, the subject of Amy Winehouse obviously came up, as it most likely did for myriad other organizations and corporate marketers having similar discussions. We quickly agreed that as we didn’t have anything relevant or useful to contribute to the larger conversation, that we shouldn’t say anything at all. But it did get us thinking about that question put forward above.
This comes up frequently; whether a celebrity death, a political scandal, or natural disaster, it’s tempting to ride the wave of a big headline to help amplify your voice. But do you risk coming off as cheap or insincere if you don’t go about it just right? Could the risk be worth it? Did we just risk this ourselves?
So many questions to consider. What do you think?