Snapchat’s exclusive shows, Mountain Dew’s map flub, and Norwegian chief’s departure

Also: Delta applauded for replying to a troll, employees split on political expression policies, and 7-Eleven’s precisely timed Slurpee giveaway.

Good morning, PR pros:

Here’s why an editorial calendar is crucial for promoting your brand.

Today is 7/11, so 7-Eleven is offering—from 11 a.m. to 7 p.m. local time, naturally—a free small Slurpee at each of its stores.

It’s also not afraid to let the immediate world know about it:

Similarly, Chick-fil-A offered freebies on its 15th annual Cow Appreciation Day. (Sorry if you missed out on that.)

Here are today’s top stories:

Snapchat beefs up content with celebrity shows

The social media app has announced “Creator Shows,” which are three- to five-minute original videos from celebrities and influencers, including Arnold Schwarzenegger and Serena Williams.

Why it matters: You might not be eligible to be a creator partner and boost your revenue with deals such as this, but you can make your content more inviting and “snackable.” Aim for short-form videos that give viewers an exclusive look into your organization.

Related reading:


SOCIAL BUZZ

Most social media managers would advise you to ignore trolls, but on Wednesday, Delta earned online kudos after it responded to one, asking to learn more:

Mountain Dew apologizes for map error

Mountain Dew depicted the Upper Peninsula of Michigan as part of Wisconsin, which caused many Twitter users to cry foul, including the handle for the Upper Peninsula:

https://twitter.com/UpperPeninsula/status/1148674305707974659

Mountain Dew quickly tweeted a mea culpa, promising to issue a special edition map to make up for the mistake:

https://twitter.com/UpperPeninsula/status/1148674305707974659

Why you should care: The soda company’s marketing team still stands to win fans if its apology is up to snuff, but let this be a lesson to double-check all aspects of your PR and marketing campaigns before they go live. In a hypersensitive digital landscape where consumers can easily mock missteps, correct details are crucial.

Related reading:


MEASURED THOUGHTS

As more executives and employees wade into political discussions, more organizations are looking at instituting political expression policies.

A recent Clutch study revealed that nearly half of employees in organizations with a political expression policy (46%) feel that it’s important to have one, while half of employees that work at organizations without such a policy don’t think it’s important.

Norwegian Air CEO steps down

Norwegian Air’s chief executive, Bjorn Kjos, announced he was leaving his position effective immediately. The airline’s chief financial officer, Geir Karlsen, will be its interim chief executive. Kjos’ departure comes as Norwegian Air fights off bankruptcy, and after the announcement the airline’s shares dropped 5.8%.

Related reading:


SOUNDING BOARD

We’ve all made missteps on Twitter. What’s the worst mistake a social media manager can make, though? Share your thoughts with us @bekiweki and under the hashtag #MorningScoop.


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