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USPS Tries To Get Hip With Social Media

by Team Caffeine · 0 comments

lori r taylor, revmediamarketing, social media, social media marketing, branding, product branding, networking, oneclicksocietyThe United States Postal Service has been trying a plethora of things to stay relevant and current, including reaching out through social media. Unfortunately, if you don’t have a clear vision for how to use social media your attempts can wind up making you appear even more out-of-touch than you already felt.

This is very true of the USPS effort.

They are promoting their new stamps via social media. Unfortunately the two stamps they chose to promote are themselves nearly as old fashioned as stamped mail. Which is a redundant point, I know, but the only analogy I could make on such short notice.

PEOPLE, I am only going to say this once: If you don’t know how to use social media to promote your brand don’t just wing it. Hire a social media marketing professional to help you.

If the USPS had promoted a Star Wars stamp or even a Doctor Who stamp, it would have made more sense.Instead they are promoting cherry blossoms and Edgar Rice Burroughs. Not exactly popular with hipsters at the moment. And neither is stamp collecting.

Social media is a great tool for self-promotion, but only if you have a good plan for who you are trying to reach and what message you want to bring.

Hint: Think interesting, cool and hip.

Yesterday, the dying government institution that is the United States Postal Service made one last attempt at staying relevant by offering sneak-peeks of new 2012 stamps over Facebook and Twitter. They will post a new stamp every weekday for some undetermined amount of time. The USPS social-media person must be too old to appreciate the irony in trying to save snail mail on the interwebs, or maybe the Postal Service has finally realized that the only young people who are going to buy stamps are irony-loving hipsters.

​So far, USPS has unveiled two new stamps; one celebrates the cherry blossom centennial and the other honors Edgar Rice Burroughs (who?). After a quick Wikipedia search, we learned that he’s the author of that Disney movie Tarzan. Just saying: If this new social media campaign is in fact an attempt to reach a younger audience, the next stamp should probably honor someone who hasn’t been dead for 60 years.

Until the day, we young folk will continue to believe that The Postal Service is just some band that pre-teen girls like.

Click here to read the entire article.

Team Caffeine

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