9 Examples of Social Media Screw Ups (& 1 genius response)

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9 Examples of Social Media Screw Ups (& 1 genius response)

  1. 1. 9 Examples of Social Media Screw Ups & 1 genius responseVersion 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  2. 2. 1 Hashtag Hijack A boutique tweeted a promotional tweet using the #aurora hashtag, during the shootings at a movie theatre in Aurora. Lesson; Don’t use a sensitive or disaster hashtag to promote your business.Version 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  3. 3. 2 Hashtag Hijack Gap tweeted a promotional tweet on the #sandy hashtag as superstorm Sandy destroyed homes and businesses and lives on the US east coast. Lesson; Don’t use a sensitive or disaster hashtag to promote your business – even with a related message.Version 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  4. 4. 3 Scheduling a Tweet During the shootings at a movie theatre in Aurora the NRA sent out a badly-timed pro-gun tweet. The tweet was sent via Hootsuite and probably scheduled. Lesson; If you’re using a scheduling tool be prepared to deleteVersion 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  5. 5. 4 Account Mix Up A tweet dissing Barack Obama was published on a company account – apparently the employee running the account meant to publish it on his/her own account. (Not the only example of this happening in 2012) Lesson; Keep your private and public accounts separate. Many apps will aggregate accounts and let you post from multiple accounts. Don’t.Version 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  6. 6. 5 X rated images A US Congressman Anthony Weiner tweeted sexually suggestive photos. Lesson; Don’t. picableVersion 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  7. 7. 6 Bashtagging Starbucks started promoting a hashtag #spreadthecheer as part of a campaign. It was quickly taken over by tweeters more concerned about Starbucks’ tax record than coffee. From Mashable Lesson; Be careful when starting a campaign, if your company is in the news for negative reasons your social media channel can be taken over.Version 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  8. 8. 7 Over-sharing The CFO of a clothing company tweeted share-price sensitive information, meaning it was shared with his followers before the public. He was fired. Lesson; Know what you can and From Hootsuite cannot tweet. For publicly listed companies and those in regulated industries there are legal limits.Version 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  9. 9. 8 Starting with the lawyers Nestle’s facebook page is targeted by a well-executed campaign by Greenpeace. Their response is swift and legalistic. Lesson; When targeted by such a campaign focus on the real issue; trademark abuse probably isn’t it. (read more, at brandbuilder)Version 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  10. 10. 9 Over-reacting Applebee’s fired a waitress who posted an image of a note left by a customer. The story grew, all over their facebook page and into mainstream media. You can see how Applebee’s handled it in this photo essay. Lesson; If you over-react in real life, over- reacting in social media will not make it better.Version 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons
  11. 11. & 1 Genius Response Richard posted a tough question on Bodyform’s facebook wall. Bodyform responded on YouTube in a documentary style spoof. (Note the 3.7 million views) Lesson; A perfectly-pitched, funny response works. Version 1.1 | Louise McGregor | changememe.com | @changememe | © creative commons

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