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Infamous Social #Fails - What Your Business Can Learn from Celebrity Mistakes

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As growing numbers of companies jump into social media marketing, there are greater opportunities to make missteps. Preparation and, to a certain degree, common sense can prevent embarrassing errors …

As growing numbers of companies jump into social media marketing, there are greater opportunities to make missteps. Preparation and, to a certain degree, common sense can prevent embarrassing errors from reaching the public.

However, we must recognize that all of us are imperfect and we can’t possibly meet our own high standards 100% of the time. In the case of failure, prior planning will prevent our response to an error from multiplying and becoming larger than the original mistake.

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  • 1. Infamous Social Fails:What Your Business Can Learn from Celebrity MistakesMatt Keough, Senior Account ExecutiveRebecca Roebuck, Social Media ManagerNovember 9, 2011 | 3 pm to 4 pm Eastern Live Tweet With Us! @FathomOnline #SocialFails
  • 2. About Fathom Established in 1997, 130+ employees and headquartered in Valley View, with an office in Columbus, Ohio. We are a full-service digital marketing company that delivers measurable results that matter: leads that buy and profitable revenue. Our 300+ clients in B2B, B2C, healthcare, manufacturing, IT/software, education and e-commerce. SEO, paid search, display, email, video, social media, online PR, link building #SocialFails
  • 3. About Your Presenters Matt Keough  Senior Account Executive  14 years’ online marketing experience  Beleaguered Browns fan  Follow Matt on Twitter @mattkeough Rebecca Roebuck  Social Media Manager, Webbed Marketing  Sociology major lead to interest in social media and online networks  Been on Facebook since 2004  Follow Rebecca on Twitter @dcrebekah #SocialFails
  • 4. How not to #FailWhat’s next when you do! #SocialFails
  • 5. Types of #Fail  Self-centered  Lack of Preparation  Technology Enabled  Lack of Vetting  Lack of Engagement  Alcohol  “Hacked”  Politics, Religion, 5th Amendment #SocialFails
  • 6. Self-centered #Fail More than 9,300 tweets More than 1,130,000 followers Following about 400 Flood of retweets about how awesome it must be to be The Situation Nearly 100% pure promotional messages #SocialFails
  • 7. Self-centered #Fail  719,042 Followers  Listed on 14,803 lists  Follows 0 #SocialFails
  • 8. Lack of Preparation #Fail Klout Perks Special offers for only the worthy Scarcity appeal #SocialFails
  • 9. Technology Enabled #Fail Technology makes us more efficient Technology allows us to be more productive Technology allows us to screw up more quickly #SocialFails
  • 10. Technology Enabled #Fail@CryslerAutos “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f----ing drive” “Except I didn’t say fudge” – A Christmas Story #SocialFails
  • 11. Lack of Vetting #Fail Zac Brown Band Crossover / Country act Americana appeal  Chicken fry  Cold beer on a Friday night  A pair of jeans that fit just right Labor Day promotion with Carharrt  Zac Brown Band and Carharrt are taking back Labor Day! Join us in honoring everyday heroes by learning about the people behind the scenes at ZBB and voting for your favorite story Carharrt outsources production to Mexico and elsewhere Not well-received by Facebook fans #SocialFails
  • 12. Lack of Vetting #Fail #SocialFails
  • 13. Lack of Engagement #Fail  Browns hero Peyton Hillis  Cover of Madden 11  Fan voting enhanced by social media  Engaged with fans  Birthday wishes  Thanks for support  Tweets about the weather
  • 14. Lack of Engagement #Fail  Series of injuries, illness, contract negotiations tarnished image  No-show at kids charity Halloween Party  Host of party takes to Twitter to call him out  Fans want to defend, but wait for his reply……. #SocialFails
  • 15. Lack of Engagement #Fail Crickets chirping #SocialFails
  • 16. Alcohol #Fail @RedCross  Intern had access to account  Intern went drinking  Intern tweeted about #gettngslizzerd Triple #Fail  Intern  Alcohol  Technology #SocialFails
  • 17. Hacked #Fail  Photos tweeted  “Hacked” explanation CC Sabathia’s account tweeted that the Cardinals were better than the Yankees during the World Series #SocialFails
  • 18. Politics, Religion, 5Th Amendment #Fail #SocialFails
  • 19. Honorable Mention #Fail Real Life #FAIL #SocialFails
  • 20. #Fail Prevention Program  Train the people who will access accounts  Is the least experienced person in charge of your message?  Limit access to public-facing accounts  Change passwords frequently  Read twice, post once  Count to three before you press “send”  1:1 account management for key accounts  You can’t send from wrong account if you can’t get to wrong account  Friends don’t let friends drink and tweet #SocialFails
  • 21. #Fail Recovery Program  Know that your team is not above making a mistake  Monitor reaction to mistake  Don’t hide!  Have a crisis communications plan  Be as honest as the law allows #SocialFails
  • 22. QUESTIONS?THANK YOU for joining us!Guide will be emailed to registered email.Follow Fathom at:http://twitter.com/FathomOnline #SocialFails

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