Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Media Brand Failures: Lessons to Learn
Posted on March 28th 2013
Experienced social media managers are well aware of the unpredictable nature of the medium. While some campaigns tend to go viral in a matter of minutes, some others like American Apparel’s Sandy Sale campaign which sparked a hate storm online or the #McDStories which unlike McDonald’s plans to highlight nostalgic tales of Happy Meals ended up being used to share horror stories and shocking facts from customers showed that big brands are not immune to social media failures. Various brands have suffered the ire of social media backlash; most of these instances highlight the need to plan for the worst while expecting the best.
Dell and Blogger Jeff Jarvis
When influential blogger, Jeff Jarvis ranted about his experiences with his new Dell laptop (issues with hardware, overheats, etc.) online, Dell did not respond in a timely manner. The result: the social media flames only got hotter. Dell learned from this experience after Jarvis’s Dell Hell blog posts took center stage on Google. They realized that failing to respond quickly only hurt Dell’s reputation online. Fast forward to 2013, the company has moved on and has a Social Media operations capability to monitor customer talk in real time as well.
Kenneth Cole Uses Egypt Uprising to Market Spring Collection
Kenneth Cole’s namesake chairman’s tweet went viral in hours after he tweeted, “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at [landing page [link] -KC.” With an estimated 1500 negative responses in an hour, this example proved that it is hard to combine humor and sensitivity, especially in a marketing campaign. Eventually, Cole apologized stating that the message was poorly times and absolutely inappropriate. We could not agree more.
Nestle Facebook Page
Facebook can turn out to be a powerful ally in marketing campaigns but brands need to be aware of its dark side and Nestle’s Greenpeace – Palm Oil nightmare is a great example. With their Facebook and YouTube page coming under pressure from Greenpeace over palm oil buying policies, they (Nestle) moved to have the YouTube video removed and tried to protect their Facebook page by removing critical comments. The lack of transparency and apparent unconcern on the brand’s part was tweeted and discussed. In the end, the Nestle rep backed down on Facebook and said “This was one in a series of mistakes for which I would like to apologize. And for being rude. We’ve stopped deleting posts, and I have stopped being rude. “This case was also one of the first environmental activism cases which took shape in Social Media.
Social Well Done
What’s the recipe for a blockbuster social media campaign that delivers superior ROI and makes an overall favorable impact? No one knows just yet. Looking at what worked in Social Media success stories is not a bad idea. Barack Obama’s skillful use of Social Media, especially the Twitter front and the #Romnesia hashtag to frame the debate yielded great results. His popularity with the younger generation and their use of social media was one of the main reasons for the popularity of Obama 2012.
The ideal example for a campaign that matched the appropriate networking site (Pinterest) with the right business (Jetsetter) garnered lots of interest and boosted referral traffic by 150%.
Avoiding Social Media Disasters
It’s always good to be social. But, it’s also important to have a social media policy in place since Social Media sites have a home in most workplaces today. Businesses need to embrace the age of influence, and importantly need to prevent social media disasters. Empower employees to act as owners of the company on social media platforms, monitor what your customers say, and be proactive in responding to customer queries and complaints and you’ll save your business from one.
(image: social media fail/shutterstock)