#Fail: Social Media Disasters<br />Stephanie Scott, Balcom Agency, @schtebnay<br />Corey Lark, Open Channels Group, @corey...
Includes content from presentation by Marla Erwin,<br />Interactive Art Director at Whole Foods<br />@marlaerwin<br />@smc...
“A long-term erosion <br />of trust among a significant group of customers or fans….<br />@smcfortworth   |  #smcfw<br />
…due to the misuse or the failure to use the power of social media.”<br />									- Marla Erwin<br />@smcfortworth  |  #s...
@smcfortworth  |  #smcfw<br />
True Confessions<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
“A hazard of social media<br />is that people will read<br />what you write.”<br />@smcfortworth  |  #smcfw<br />
The Lesson:<br />You are not<br />in a vacuum<br />@smcfortworth  |  #smcfw<br />
Laugh Riot<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
Kenneth Cole sparks online furor with joke tweet that Egypt protests spurred by fashion frenzy<br />Kenneth Cole Under Fir...
@smcfortworth  |  #smcfw<br />
“Your error will be multiplied<br />in its impact by the trail of<br />online wreckage it creates…”<br />@smcfortworth  | ...
The Lesson:<br /><ul><li>Err on the side of caution
Respond swiftly</li></ul>@smcfortworth  |  #smcfw<br />
Chrysis<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
The Lesson:<br /><ul><li>Be prudent
 Accept responsibility</li></ul>@smcfortworth  |  #smcfw<br />
United Breaks Guitars<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth|  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
10,000,000<br />@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
?<br />@smcfortworth  |  #smcfw<br />
“Fight social media fire with social media water.”<br />@smcfortworth  |  #smcfw<br />
The Lesson:<br />Update your tactics<br />@smcfortworth  |  #smcfw<br />
What are some tactics United could have used to address the situation?<br />
Re-United<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
The Lesson:<br />Context matters<br />@smcfortworth  |  #smcfw<br />
Not-so-silent Bob<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
The Lesson:<br />If you apologize, mean it<br />@smcfortworth  |  #smcfw<br />
Motrin Moms<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
The Lesson:<br />Mocking your customers = bad<br />@smcfortworth  |  #smcfw<br />
Flogging Across America<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
“We believe in honesty and transparency at all times: honesty of relationship, opinion and identity.”<br />@smcfortworth  ...
The Lesson:<br />Be transparent<br />@smcfortworth  |  #smcfw<br />
Janet Tweets For Exxon<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
The Lesson:<br /><ul><li>Manage your social media presence (or someone may manage it for you)
Have trusted staff in place</li></ul>@smcfortworth  |  #smcfw<br />
The Cat Deserved It<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
By trying to suppress information, you can actually increase its exposure.<br />@smcfortworth  |  #smcfw<br />
The Lesson:<br />Sometimes you are the problem<br />@smcfortworth  |  #smcfw<br />
How do you think Chipotle should have handled this?<br />
#gettngslizzerd<br />@RedCross Disaster Recovery<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
@smcfortworth  |  #smcfw<br />
One man’s crisis is another’s annoyance.<br />
<ul><li>You don’t know what’s happening.
There’s a spike in commentary or a new topic of conversation.
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#Fail: Social Media PR Disasters

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What better way to learn than from the mistakes of others? Founder of the Social Media Club of Fort Worth (SMCFW) Stephanie Scott and Club Vice President Corey Lark shared this presentation with the PRSA Greater-Fort Worth chapter on June 8, 2011 about some of the world’s most infamous social media gaffes and what we can learn from them. The presentation includes social media faux pas of major corporations like United Airlines, Chipotle and Kenneth Cole and how to protect yourself from the same errors.

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  • StephWhat are some social media tactics they could have used?
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  • StephWhat are some of your favorite tools? Like? Dislike? Why?
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  • #Fail: Social Media PR Disasters

    1. 1. #Fail: Social Media Disasters<br />Stephanie Scott, Balcom Agency, @schtebnay<br />Corey Lark, Open Channels Group, @coreylark<br />#smfail<br />
    2. 2. Includes content from presentation by Marla Erwin,<br />Interactive Art Director at Whole Foods<br />@marlaerwin<br />@smcfortworth | #smcfw<br />
    3. 3. “A long-term erosion <br />of trust among a significant group of customers or fans….<br />@smcfortworth | #smcfw<br />
    4. 4. …due to the misuse or the failure to use the power of social media.”<br /> - Marla Erwin<br />@smcfortworth | #smcfw<br />
    5. 5. @smcfortworth | #smcfw<br />
    6. 6. True Confessions<br />
    7. 7. @smcfortworth | #smcfw<br />
    8. 8. @smcfortworth | #smcfw<br />
    9. 9. @smcfortworth | #smcfw<br />
    10. 10. @smcfortworth | #smcfw<br />
    11. 11. “A hazard of social media<br />is that people will read<br />what you write.”<br />@smcfortworth | #smcfw<br />
    12. 12. The Lesson:<br />You are not<br />in a vacuum<br />@smcfortworth | #smcfw<br />
    13. 13. Laugh Riot<br />
    14. 14. @smcfortworth | #smcfw<br />
    15. 15. @smcfortworth | #smcfw<br />
    16. 16. @smcfortworth | #smcfw<br />
    17. 17. @smcfortworth | #smcfw<br />
    18. 18. @smcfortworth | #smcfw<br />
    19. 19. Kenneth Cole sparks online furor with joke tweet that Egypt protests spurred by fashion frenzy<br />Kenneth Cole Under Fire for Egypt Tweet <br />Oops: Kenneth Cole Apologizes for Egypt Tweet<br />Kenneth Cole Blasted for Egypt Tweet<br />@smcfortworth | #smcfw<br />
    20. 20. @smcfortworth | #smcfw<br />
    21. 21. “Your error will be multiplied<br />in its impact by the trail of<br />online wreckage it creates…”<br />@smcfortworth | #smcfw<br />
    22. 22. The Lesson:<br /><ul><li>Err on the side of caution
    23. 23. Respond swiftly</li></ul>@smcfortworth | #smcfw<br />
    24. 24. Chrysis<br />
    25. 25. @smcfortworth | #smcfw<br />
    26. 26. @smcfortworth | #smcfw<br />
    27. 27. @smcfortworth | #smcfw<br />
    28. 28. @smcfortworth | #smcfw<br />
    29. 29. The Lesson:<br /><ul><li>Be prudent
    30. 30. Accept responsibility</li></ul>@smcfortworth | #smcfw<br />
    31. 31. United Breaks Guitars<br />
    32. 32. @smcfortworth | #smcfw<br />
    33. 33. @smcfortworth| #smcfw<br />
    34. 34. @smcfortworth | #smcfw<br />
    35. 35. @smcfortworth | #smcfw<br />
    36. 36. 10,000,000<br />@smcfortworth | #smcfw<br />
    37. 37. @smcfortworth | #smcfw<br />
    38. 38. ?<br />@smcfortworth | #smcfw<br />
    39. 39. “Fight social media fire with social media water.”<br />@smcfortworth | #smcfw<br />
    40. 40. The Lesson:<br />Update your tactics<br />@smcfortworth | #smcfw<br />
    41. 41. What are some tactics United could have used to address the situation?<br />
    42. 42. Re-United<br />
    43. 43. @smcfortworth | #smcfw<br />
    44. 44. @smcfortworth | #smcfw<br />
    45. 45. @smcfortworth | #smcfw<br />
    46. 46. @smcfortworth | #smcfw<br />
    47. 47. The Lesson:<br />Context matters<br />@smcfortworth | #smcfw<br />
    48. 48. Not-so-silent Bob<br />
    49. 49. @smcfortworth | #smcfw<br />
    50. 50. @smcfortworth | #smcfw<br />
    51. 51. @smcfortworth | #smcfw<br />
    52. 52. @smcfortworth | #smcfw<br />
    53. 53. @smcfortworth | #smcfw<br />
    54. 54. The Lesson:<br />If you apologize, mean it<br />@smcfortworth | #smcfw<br />
    55. 55. Motrin Moms<br />
    56. 56. @smcfortworth | #smcfw<br />
    57. 57. @smcfortworth | #smcfw<br />
    58. 58. @smcfortworth | #smcfw<br />
    59. 59. @smcfortworth | #smcfw<br />
    60. 60. The Lesson:<br />Mocking your customers = bad<br />@smcfortworth | #smcfw<br />
    61. 61. Flogging Across America<br />
    62. 62. @smcfortworth | #smcfw<br />
    63. 63. @smcfortworth | #smcfw<br />
    64. 64. @smcfortworth | #smcfw<br />
    65. 65. @smcfortworth | #smcfw<br />
    66. 66. @smcfortworth | #smcfw<br />
    67. 67. “We believe in honesty and transparency at all times: honesty of relationship, opinion and identity.”<br />@smcfortworth | #smcfw<br />
    68. 68. The Lesson:<br />Be transparent<br />@smcfortworth | #smcfw<br />
    69. 69. Janet Tweets For Exxon<br />
    70. 70. @smcfortworth | #smcfw<br />
    71. 71. @smcfortworth | #smcfw<br />
    72. 72. @smcfortworth | #smcfw<br />
    73. 73. The Lesson:<br /><ul><li>Manage your social media presence (or someone may manage it for you)
    74. 74. Have trusted staff in place</li></ul>@smcfortworth | #smcfw<br />
    75. 75. The Cat Deserved It<br />
    76. 76. @smcfortworth | #smcfw<br />
    77. 77. @smcfortworth | #smcfw<br />
    78. 78. @smcfortworth | #smcfw<br />
    79. 79. @smcfortworth | #smcfw<br />
    80. 80. @smcfortworth | #smcfw<br />
    81. 81. @smcfortworth | #smcfw<br />
    82. 82. @smcfortworth | #smcfw<br />
    83. 83. By trying to suppress information, you can actually increase its exposure.<br />@smcfortworth | #smcfw<br />
    84. 84. The Lesson:<br />Sometimes you are the problem<br />@smcfortworth | #smcfw<br />
    85. 85. How do you think Chipotle should have handled this?<br />
    86. 86. #gettngslizzerd<br />@RedCross Disaster Recovery<br />
    87. 87. @smcfortworth | #smcfw<br />
    88. 88. @smcfortworth | #smcfw<br />
    89. 89. @smcfortworth | #smcfw<br />
    90. 90. @smcfortworth | #smcfw<br />
    91. 91. @smcfortworth | #smcfw<br />
    92. 92. @smcfortworth | #smcfw<br />
    93. 93. One man’s crisis is another’s annoyance.<br />
    94. 94. <ul><li>You don’t know what’s happening.
    95. 95. There’s a spike in commentary or a new topic of conversation.
    96. 96. An issue with very broad impact or interest is raised.</li></li></ul><li>8 Steps to Recovery<br />The NOW Revolution<br />Jay Baer and Amber Naslund<br />
    97. 97. Acknowledge the crisis<br />Fight social media fire with social media water<br />Be sorry<br />Create an FAQ<br />@smcfortworth | #smcfw<br />
    98. 98. Build a pressure relief valve <br />Know when to take it off-line<br />Arm your army<br />Learn your lessons<br />@smcfortworth | #smcfw<br />
    99. 99. @smcfortworth / #SMCFW<br />Facebook.com/smcfw<br />www.smcfw.org<br />@openchannelspr / @coreylark<br />@balcomagency / @schtebnay<br />Facebook.com/openchannelsgroup<br />Facebook.com/balcomagency<br />www.openchannelsgroup.com<br />www.balcomagency.com<br />@smcfortworth | #smcfw<br />

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