Presents the Social Media Screw-Ups Collection



A collection of case studies depicting some of the worst social media screw-ups over the last few years.

A collection of case studies depicting some of the worst social media screw-ups over the last few years.

Title image credit: Warner Bros. Entertainment Inc.



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Edit your comment Presents the Social Media Screw-Ups Collection Presents the Social Media Screw-Ups Collection Presentation Transcript

  • Conor Lynch, CEO
  • Traditional marketing graduate … now a University digital marketing lecturer Helped launch RaboDirect & worked for many start-ups, SMEs & brands like Coca-Cola, Meteor, Nokia, Vodafone, Toyota, Guinness & Glanbia CEO of an Enterprise Ireland HPSU client company HELLO! 94
  • “If social media was a car for your business, you would not let the kids drive with no map, no training, no supervision and no analytics. Otherwise you could end up in the ditch and wished you took the train.” Conor Lynch Train to Cork, 30th July 2013 NOT SO FAMOUS QUOTE View slide
  •   #WTF #OMG #LOL View slide
  • DENIS MAHONY MOTORS Posted a picture of a top of the range Mercedes Jeep Told fans that if they like the Facebook Page they can win the jeep Posted details of the winner and announced their “prize” was in fact a toy car in the below picture on 30th March claiming an “April Fools” joke
  • Cinnamon - Ranelagh CINNAMON RESTAURANT
  • June 2012 © BANK OF AMERICA The People v Bank of America V
  • June 2012 © Greenpeace created video that placed pressure on Nestle to stop using palm oil in Kit Kats The public were outraged and posted protests on Nestle’s Facebook page People posted altered versions of the logo as their profile picture, some changing it to the orangutan NESTLE V GREENPEACE
  • June 2012 © Facebook page flooded with negative comments - Public were outraged by their rude social media responses and deletion of posts Greenpeace moved the video to Vimeo and placed modified version on YouTube Drop of stocks occurred parallel to the incident and they lost customers as a result of management of the crisis – many stated on Facebook that they would not continue to buy Kit Kats NESTLE V GREENPEACE
  • McDonalds created the #McDStories hashtag on Twitter in 2012 with the hope of people sharing their favourite memories of the Restaurant Things did not go to plan as the hashtag was hijacked by disgruntled customers and former staff members Hashtag becomes a Bashtag MCDONALDS BASHTAGS
  • June 2012 © 2 Dominos staff in North Carolina posted a video doing disgusting things to food before it went out on delivery Dominos dealt with the crisis behind closed doors before posting a statement on their website – allowing the video to go viral Dominos had no Social Media policy in place at this time and the video was seen by millions before being removed DOMINOS PIZZA
  • June 2012 © President of Dominos posted video to YouTube the next day with apology and explanation Reassured public that restaurant had been shut down and sanitized Linked video to Twitter and asked followers to Tweet/re-tweet the link Uploaded ‘The Pizza Turnaround’ video to YouTube - listened to critics and showed their commitment to change THE PIZZA TURNAROUND
  • June 2012 © AMERICAN RED CROSS 1 hour later
  • June 2012 © Effective crisis management led to fundraising and a blood drive using #gettingslizzered Dogfish Head Brewery sent a Tweet encouraging donations The public responded well to the light humour and were forgiving Thanked the public for their understanding and donations and thanked Dogfish Head Brewery for encouraging donations on blog AMERICAN RED CROSS
  • June 2012 © LESSONS LEARNED   Don’t say anything you would not say face to face Monitor all social media activity to ensure that crisis does not occur or escalate as the first 24 hours are crucial Acknowledge any online crisis immediately – deleting the post or ignoring the problem will not make it go away Explain and apologise – if appropriate, Be innovative and fun Utilize different social media platforms to apologise Offer your customers an online incentive – a competition, a discount, a fun event, a coveted badge Train your staff on how to avoid and deal with a crisis      
  • Guidelines on each network Do’s and Don’ts Tone of Voice Dedicated Admins Crisis Management Protocol Content Management Content Strategy Content Calendars SOCIALMEDIA.IE POLICIES
  • Cork Chamber Special Offer Summer 2013 Free Social Media Consultation please contact me! Conor Lynch, CEO @socialmedia_ie +353 1 906 0006 HOW WE CAN HELP YOU!
  • OUR LATEST SERVICE connector360 Marketing Agency Online + Offline = Bottom Line