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An Australian online shopping site has apologised for 
using the bush fire crisis to try to bui...
McDonalds: Not “Lovin’ It”
The promoted hashtag #McDStories was 
quickly hijacked by followers to detail their 
kl h ...
On February 15th 2011, an employee of the Red Cross accidentally 
tweeted from the wrong account – the @RedCross acco...
Causing a potential crisis‐gone‐viral situation
Damaging the organization’s trusted reputation
it never got remotely close to going that far...

The Red Cross managed to turn the potentially disastrous sit...
Instead of being embarrassed the Red Cross  approached the 
situation with humor and grace
Turning the potentiall...

Published an informative post to their corporate blog 
explaining the situation, apologizing f it
l i i th it ti...
The employee who made the mistake tweeted from her own 
account, again explaining the situation with humor and hu...
They shined the spotlight on some of their truest supporters who came 
to their defense and took action by donating...
The Red Cross handled this potential crisis beautifully by showing their human 
and humorous side, they were able to conne...
socmed study cases
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socmed study cases


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DJP socmed study cases

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socmed study cases

  1. 1. Case An Australian online shopping site has apologised for  using the bush fire crisis to try to build the number  i th b h fi i i t t t b ild th b of followers for its Facebook page. Gold Coast‐based promised to  donate generators to help those in Tasmania  donate generators to help those in Tasmania without power – if there were enough likes for its  page. “What we need you do do is get everyone of your  friends to join sellitonline Facebook page and the  more people we get will determine how many  more people we get will determine how many generators we donate.” The post quickly drew criticism  “Don’t manipulate social media for your own benefit” “Fxxx off with your opportunistic marketing trying to take advantage of other people’s tragedy.” The post has since been removed from the brand’s Facebook page. A spokesman for Sellitonline told Mumbrella: “We apologise if anyone was offended. We will be  making a donation anyway. making a donation anyway ”
  2. 2. Case McDonalds: Not “Lovin’ It” The promoted hashtag #McDStories was  quickly hijacked by followers to detail their  kl h k d b f ll d l h horrific encounters with the company. Stories  ranged from food poisoning to unsavory  customer service to even a live worm found in  a Filet o’ Fish sandwich. Originally scheduled  for 4 hours, the promotion was cut short for 24 hours, the promotion was cut short  after two. Lessons:  1. Be wary of how campaigns can spiral out of control 2. Adjust the campaign quickly if it starts to sour 3. Have a crisis communication plan in place in order to avoid snowballs 4. The McDonald’s campaign also made way for some serious customer service  opportunities. Address complaints as soon as possible opportunities. Address complaints as soon as possible
  3. 3. Case On February 15th 2011, an employee of the Red Cross accidentally  tweeted from the wrong account – the @RedCross account instead  of her own personal account. The tweet went like this: of her own personal account The tweet went like this: “Ryan found two more 4 bottle packs of Dogfish Head’s Ryan found two more 4 bottle packs of Dogfish Head s  Midas Touch beer… when we drink we do it right  #gettngslizzerd #gettngslizzerd”
  4. 4. Causing a potential crisis‐gone‐viral situation Damaging the organization’s trusted reputation
  5. 5. Fortunately it never got remotely close to going that far... The Red Cross managed to turn the potentially disastrous situation with humor and  The Red Cross managed to turn the potentially disastrous situation with humor and human appeal into a campaign that created awareness and encouraged people to  donate to their cause.
  6. 6. Approach Instead of being embarrassed the Red Cross  approached the  situation with humor and grace Turning the potentially negative situation into an opportunity.  Here’s how they did it: They deleted the tweet but they followed this up with a new tweet addressing  They deleted the tweet but they followed this up with a new tweet addressing their actions:
  7. 7. Approach Published an informative post to their corporate blog  explaining the situation, apologizing f it l i i th it ti l i i for it, making light of it  ki li ht f it and thanking their loyal fans for supporting them through it 
  8. 8. Approach The employee who made the mistake tweeted from her own  account, again explaining the situation with humor and human appeal.
  9. 9. Result They shined the spotlight on some of their truest supporters who came  to their defense and took action by donating to their cause “… In the meantime we found so many of you to be sympathetic and  understanding.  Whil d t di While we’re a 130 year old humanitarian organization, we’re  ’ 130 ld h it i i ti ’ also made of up human beings. Thanks for not only getting that but for turning  our faux pas into something good.”
  10. 10. The Red Cross handled this potential crisis beautifully by showing their human  and humorous side, they were able to connect with their supporters and turn  dh id th bl t t ith th i t dt a potentially negative and viral situation into a positive opportunity that  created both awareness and an appeal that resulted in the brand attaining  new supporters and advocates.