Social Media Mistakes by
Agencies and Brands
Rishikesh Patil
Some of the mistakes done by
Social Media Agencies
 Lack of priorities
Agencies fail to handle two major
priorities
I. Me...
Mistakes (Continued..)
 Communicating wrong voice
MOST social media agencies focus their voice
incorrectly on their peers...
Mistakes (Continued..)
 Building wrong audiences
No active community building and
targeting wrong people just to get
Like...
Mistakes (Continued..)
 Wrong Focus
Management of their own accounts is
not focusing where their audience is
and building...
Mistakes (Continued..)
 Improper Website Management
Displaying price and packages on
website is one of the biggest mistak...
Mistakes (Continued..)
 Talking about themselves more
than 20% of time
Continuously hammering your services
to audiences ...
Case Studies
1. Violation of Copyright and stretching
an issue by Nestle
 „Greenpeace‟ accuses Nestle of supporting defor...
 Nestle removed those comments from their FB page. This again
angered Greenpeace which results in more and more negative
...
2. A Social Media Attack Can
Arise When Least Expected -
StarBucks
 Issue arises when Starbuck tweets to
Argentina custom...
3. KFC‟s Kentucky Fried Liver
Fiasco
 Ibrahim Langoo, a 19 year old UK-
based scholar, recently found brain-
like substan...
4. Timeless crisis communication
strategies – Dominos Pizza
 Two employees of Dominos in their
Conover N.C. franchise upl...
5. One‟s crisis is another brand‟s
salvation – Lassonde Oasis
 Lassonde sued a small Quebec-
based soap company for using...
Social media mistakes
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Social media mistakes

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Committing mistake is normal behavior of human being but sometimes it can create trouble. See how social media agencies and brands met up with mistakes and try to learn from those.

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Social media mistakes

  1. 1. Social Media Mistakes by Agencies and Brands Rishikesh Patil
  2. 2. Some of the mistakes done by Social Media Agencies  Lack of priorities Agencies fail to handle two major priorities I. Meet with and sign new clients ii. Handle client programs perfectly many are doing so many other things outside of these priorities.
  3. 3. Mistakes (Continued..)  Communicating wrong voice MOST social media agencies focus their voice incorrectly on their peers and competitors, rather than their prospects. Here ,Voice means to messaging, content creation (blog posts) and content strategy
  4. 4. Mistakes (Continued..)  Building wrong audiences No active community building and targeting wrong people just to get Likes and followers. Connecting with real target market and building relationship with them is a key.
  5. 5. Mistakes (Continued..)  Wrong Focus Management of their own accounts is not focusing where their audience is and building communities and spending time on networks that will never return results. Wasting time on platforms which are less effective is of no use.
  6. 6. Mistakes (Continued..)  Improper Website Management Displaying price and packages on website is one of the biggest mistakes. Someone will always look for cheaper . Always sell value and not the price.
  7. 7. Mistakes (Continued..)  Talking about themselves more than 20% of time Continuously hammering your services to audiences leads to over promotion. It should be more of informative and drive engagement to create positive perception towards value of agency.
  8. 8. Case Studies 1. Violation of Copyright and stretching an issue by Nestle  „Greenpeace‟ accuses Nestle of supporting deforestation and threatening the Orangutan monkeys with extinction.  „Greenpeace‟ created a video communicating wrong message about Nestle. This is again a wrong move by Greenpeace as it is violating trademark rights of Nestle  Nestle removed that video which angered Greenpeace and they started negative comments aggressively on Nestle FB page
  9. 9.  Nestle removed those comments from their FB page. This again angered Greenpeace which results in more and more negative comments on Nestle FB page  Nestle continued to remove comments and proudly announced their intention to use only sustainable Palm Oil by…(wait for it) 2015! Just 5 short years from now.  This topic has become trending topic of discussion all over. Lack of transparency and apparent unconcern was translated into disdain and unfeeling by the Greenpeace movement. Nestlé‟s silence spoke volumes.  Nestle later tried to maintain reputation by a traditional slow speed counter movement making several environmental statements and announcing initiatives. But time has already gone for them Refer (http://www.1goodreason.com/blog/blog/2010/05/19/nestles- social-media-meltdown-case-study_)
  10. 10. 2. A Social Media Attack Can Arise When Least Expected - StarBucks  Issue arises when Starbuck tweets to Argentina customers, apologizing for a temporary supply shortage, and therefore the temporary use of non-branded cups and sleeves – made in Argentina.  Unfortunately the comment was not well received by their Argentinian customers and fans. Instead its taken as insult to their nation.  why should Starbucks be apologizing for using Argentinian-made supplies? As #pedimosdisculpas (#weapologize) trended on Twitter, people were expressing sarcasm with tweets wondering when Starbucks “will start apologizing for hiring local staff that speak Spanish”.  Though intention of Starbuck is honest still how people take it is all that matters for a brand
  11. 11. 3. KFC‟s Kentucky Fried Liver Fiasco  Ibrahim Langoo, a 19 year old UK- based scholar, recently found brain- like substance in his KFC chicken, the image he took and posted online soon went viral, leaving KFC in a social media storm.  The issue became viral via Social media and blogging too where other side KFC remained neutral by not taking action for stopping crisis.  World was blaming chain‟s lack of compassion, extremely low-food- quality and lack of regard to wards food safety, KFC continued its regular posts and tweets as if nothing has happened.  Stopping crisis at right time with right strategy is crucial.
  12. 12. 4. Timeless crisis communication strategies – Dominos Pizza  Two employees of Dominos in their Conover N.C. franchise uploaded a video to YouTube of themselves doing disgusting things to a sandwich before it went out on delivery.  The video instantly went viral and Dominos Pizza was instantly launched into a full social media crisis unlike anything they could have ever imagined.  Dominos respond quickly with their loyal customer community and avoided more danger outcomes
  13. 13. 5. One‟s crisis is another brand‟s salvation – Lassonde Oasis  Lassonde sued a small Quebec- based soap company for using the word “Oasis” as their product line‟s brand name, Olivia’s Oasis.  It cause so much trouble to owner of soap company to face legal challenges in terms of money and time.  Suddenly an avalanche of support towards the cosmetics brand took shape in the form of scrutinizing tweets and comments on Lassonde‟s social media platforms.  By the end of the weekend over 900 comments had been posted to Lassonde‟s Facebook wall and the Twitter-sphere had exploded with attacks for the brand‟s unruly

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