social media

View from the 28th floor of the Westpac Building - Kent Street, Sydney.

Should nearby corporations shared #BarangarooFire images on social?

Reading Time: 2 minutes To share or not to share? The application of good judgement is critical when brands are faced with ‘unplanned’ opportunities and possible social media ‘glory’.

Reading Time: 2 minutes

Twitter has a quadrant chart that profiles content as Planned / Unplanned and Always-on / Tentpoles.  The Oreo cookie Super Bowl blackout tweet was a great example of content that sits in the Unplanned / Tentpole quadrant.

social media
View from the 28th floor of the Westpac Building – Kent Street, Sydney.

In the Sydney CBD, fire broke out in the basement of the Barangaroo building site. Barangaroo is positioned as ‘a vision that embodies all of Sydney’s unique harbour city character – the perfect place to work hard, do business or simply relax and enjoy the view.

Right beside the building site is KPMG and Westpac Bank.  I work at Westpac on the 28th floor with a clear view of the Barangaroo building site.



Therefore I found the following tweet from the Australian Broadcasting Corporation’s Managing Director Mark Scott particularly interesting.

I think Mr Scott’s assertion was that brands participating in social media should have a process in place to create, produce and publish content that fits in the Twitter ‘Unplanned & Tentpole’ quadrant.

This is an advanced stage of social media development because it requires an internal process that can correctly identify opportunities and quickly produce and publish content.

I disagree with Mr Scott’s assertion that Westpac and KPMG should have shared images of the fire from corporate social accounts.

Publishing images of the fire from corporate social media accounts would be inappropriate and carry no valued connection back to the brand.  Perhaps the lack of corporate social media updates of the fire was a positive test of social media prowess?

How inappropriate would it be if a pic of the fire was published with copy reminding businesses to review their insurance policy?

At the time I saw Mr Scott’s tweet, I responded with the following tweet:

Six hours earlier in the day, as I was heading into work, I tweeted the following Mashable post:

I guess the post was correct, because this happened after I tweeted images of the Barangaroo fire from my personal Twitter account.

Contact Mike

2 thoughts on “Should nearby corporations shared #BarangarooFire images on social?

  1. Hi All,

    After a thorough assessment of the situation, I’ve decided I agree with you Mike.

    It is certainly not a measure of a companies Social Media prowess, as @mscott has suggested.

    However, it is breaking news that Westpac has an amazing view of, and I think there is some merit in @Westpac posting the view for general interests sake.

    Mike is right in that there is no relevance to a product or service. But there is a geographical link given the view out the window, and (dare I be so bold as to suggest an understanding of Westpac’s customers), general interest from Westpac customers.

    So a post with a pic stating: ‘the view of the Barangaroo fire, from the Westpac social media team’s window’ would be appropriate and may even entice a little ‘wow you guys are human’ response.

    In contrast, a Telco (let’s face it they do not have the best social media history) post, which might include a reference like this: ‘why [insert Telco name] online billing is better than paper billing cause paper burns’ would be downright stupid.

  2. I agree Mike (full disclosure I work for Westpac). Can I also point out that Westpac has customers across the country, a large majority of whom probably have no interest at all in an incident in Sydney. In fact it could make them feel less engaged by reinforcing a Sydney-centric view and emphasising the geographical distance of the bank from the customer.
    Does this mean ANZ corporate social media account should have posted pictures of the boat on fire near it’s office the other year?
    It’s a bad road to go down, and I agree with Mike and disagree with Mark Scott. Besides, since when are Westpac and KPMG media outlets??

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