Discovery Channel re-aired the 2012 season premier episode of their hit show, Deadliest Catch, in what they have called “Deadliest Catch: Social Reload.” The Reload episode is supposed to “go deeper than ever with fan tweets [and] interactive questions,” however the onscreen Tweets are impossible to read and it feels more like an episode of VH1′s Pop-Up Video circa 1996 then a well produced show I’ve been accustomed to seeing from Discovery Channel.
How does this happen? From concept to development, did no one at Discovery Channel dare raise their hand and say “guys, this is a great idea but the white text on the baby blue background is unreadable, especially if you are going to use 8 pt. font.”
I’m all for agile and being in the moment but when you compromise your standards, in order to be part of whatever the current trend is, there is a very real possibility that you may end up hurting your brand.
If you want to Tweet, Tweet. If you want to Pin, then join Pinterest. If you want to share video, YouTube it. Social is awesome but don’t blindly push out some social strategy because a disconnected board said that is what all the cool kids are doing, so we need to do it too.