So, maybe the Obama VP text message didn’t turn out like it was supposed to. And maybe I’m a little embarrassed because I hyped it up. But rather than rant about how horrible it was (because that’s what I thought I’d do that Saturday morning), I’m going to try, try to be objective about. Therefore, I’m going to use a numbered list because nothing is more objective than a numbered list.

1. Sending a text message to 2.9 million or so people at 3:24 AM ET is generally a bad thing. I’m a little strict about this, so I think sending a text after 7pm in most cases is pushing it (unless it’s a severe weather warning or a snow day announcement or about a dozen other reasonable things that I can’t think of at the moment). Therefore, in my mind, any time during the dark AM hours is off-limits. You risk waking up people in middle of the night (like this guy) and losing their trust, their business, and maybe even their vote.
2. Sending a text message containing information that the press leaked hours before is generally a bad thing, too. With mobile marketing, you should try to send timely, valuable information. Therefore, if everyone already knows the information you would like to present in 160 characters on their cell phone, then you also risk losing their trust, their business, and yes, maybe even their vote.

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