TYPES, TIPS, AND TACTICS OF VISUAL MARKETING 53 turned to the Boston Marathon bombing tragedy during April 2013, Scott Monty, head of global social media for Ford Motor Company, tweeted, “If you manage social media for a brand, this would be a good time to sus- pend any additional posts for the day.” The companies who ceased their planned communications and posted heartfelt messages about Boston were rewarded, while those who appeared to be marketing to the disaster lost fans and suffered a blow to their reputation. An example of being timely without being promotional happened in February 2013 when a massive blizzard hit Boston. With people stuck at home, two Boston-area sports teams, the New England Patriots and the Boston Red Sox, revised their content calendars to focus on what people would be buzzing about—the snowstorm. From the beloved Boston Red Sox mascot, Wally the Green Monster, waist deep in snow digging out Fenway Park, to the New England Patriots’ showing fan photos of snow- men dressed up in team gear, both teams were relevant and fun in real time without being promotional. The teams showed their fans that they too were digging out and having fun in the snow, and they were rewarded with engagement, positive comments, and fans’ sharing their content. The Boston Red Sox tweeted a picture of Wally shoveling the snow with the message: “Wally is still digging out.... Are you?” In the next chapter we will dive deeper into each social network and provide tips and case studies for each. In Chapter 4 we will walk you through developing a visual storytelling road map and show you how to implement it.