Bad Social Media Campaigns Gone Wrong
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The document discusses the issue of measuring influence on social media and some of the potential negative consequences. It provides examples of social media campaigns that backfired or had unintended consequences, such as discouraging genuine engagement and risk-taking in favor of superficial metrics. The document also discusses how social media can negatively impact children by increasing cyberbullying, narcissism, and risky behaviors.
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Bad Social Media Campaigns Gone Wrong
- 2. The use of Influence measures debate Bad Social Media Campaigns Influence on Children
- 3. “The paradox of influence is that those who have it can easily get more, and those that lack it struggle to gain momentum.” Soap Box Popularity Virality
- 4. To measure it or not? “However, I believe all influence measurements ultimately result in a number of “false positives,” where someone may be deemed influential numerically, but a review of their content reveals nothing truly worthwhile.” (social media club DC) “a subjective value judgment on what is and is not worthwhile to post on firewalled social networks.” (social media club DC) it’s important to remember that digital communities often don’t exist in a vacuum Real world effects Who decides what is really influential?
- 5. “People become less willing to help their colleagues unless they get "likes" for it (Incentives) More time is spent on identifying and sharing interesting, but ultimately non-work related things to increase their "influence" at the expense of their actual work People may actually become less likely to comment and like other people's content because they don't want others to get higher scores than they do #TeamFollowBack appears on internal networks Posts that lower the barrier that actually create the sense of community disappear because they don't positively impact influencer ratings, meaning fewer and fewer people feel comfortable sharing anything People will game the system and quickly figure out which types of posts result in the higher influencer scores Leadership becomes even less engaged because hey, why waste time actually talking to people when I can just look at the ol' leaderboard to determine who matters Criticisms, often the most valuable posts of internal social networks, would disappear as there would be no incentive to comment or like those posts, much less make them yourself” http://steveradick.com/2012/07/19/klout-for-enterprise-2-0-networks-is-a-bad-idea/
- 6. Forgetting to un-schedule tweets (posts) when something changes Asking for influence/approaching influencers Automated Responses Backfired ideas Bad Ideas Facebook: Nikon says cameras take photos, not people Dr. Pepper status updates (UK) Twitter: McDonald’s : #McDStories Toyota: #CamryEffect
- 7. Advertising Agency campaign to reach young men about the Matrix vehicle Solicit a potential buyer to “single out a friend who would be the target of a prank” $10 million lawsuit Toyota’s defense: gave “her permission to receive campaign e-mails and other communications from Toyota”
- 9. Facebook: “…record with teenagers doesn’t demonstrate that it’s a good place for younger kids to grow up.” Cyber bullying “…youngsters lack the ability to communicate or concentrate away from their screens.” “Teens who use Facebook more often show more narcissistic tendencies while young adults who have a strong Facebook presence show more signs of other psychological disorders, including antisocial behaviors, mania and aggressive tendencies.” Influenced to make more bad decisions “….publicly discuss risky health behavior, a phenomenon that was less frequent among teens who displayed information about other interests” “…how that display may impact attitudes and behaviors towards engaging in health risk behaviors such as alcohol use or sexual behavior.”
- 10. DIG: Social Media Marketing, by Tracy L. Huten and Michael R. Solomon, Published by Pearson page 107 http://steveradick.com/2012/07/19/klout-for-enterprise-2-0-networks-is-a-bad-idea/ http://www.socialmediaclubdc.org/2012/07/enterprise-social-networks-performance-reviews- and-company-culture/ http://goinswriter.com/networking-etiquette/ http://www.istrategyconference.com/blog/?category=Social-Media&title=4-Embarrassing- Social-Media-Campaigns-Gone-Wrong&pid=803 http://management.fortune.cnn.com/2012/01/31/why-mcdonalds-should-have-known-better/ http://www.slate.com/articles/technology/bulle/2012/06/kids_on_facebook_why_the_social_n etwork_shouldn_t_be_allowed_to_sign_up_preteens_.html http://www.dailymail.co.uk/news/article-1153583/Social-websites-harm-childrens-brains- Chilling-warning-parents-neuroscientist.html http://www.apa.org/news/press/releases/2011/08/social-kids.aspx http://www.pediatrics.wisc.edu/featured-stories/social-media.html http://pewinternet.org/Press-Releases/2011/Teens-and-social-media.aspx http://futureofchildren.org/futureofchildren/publications/docs/18_01_FullJournal.pdf http://blog.marginmedia.com.au/Our-Blog/bid/79743/5-Examples-of-Social-Media-Marketing- Gone-Bad
Editor's Notes
- The temptation to exploit these networks. Exploitation of and through power and influence
- This is a current debate in the social media world.Ability to create= social influenceThe use of social influence measures in performance reviews. Social enterprise networks versus personal network use…is the influence measure different?Should you channel your interaction toward people who are more influential?Bad Networking EtiquetteWrong way:Talk more about yourself than asking questions when meeting someone newAsk for favors more than you do themCommon on other blogs only to get people to read yoursLast five tweets are about youHaven’t used a phone to connect with someone new in the last monthJealous of other’s successTry to get pity rather than wooing themPut yourself down in front of othersNo one asks for your business card or contact ever and neither do youYour way to attention is by forcing your way into a conversationWhat to do? Fake it till you believe it yourself. Pretend to believe in yourself long enough and you eventually willOR Do something epic, creative and draw attention to yourself that way
- Everyone can think of bad social media campaigns or failuresThey took it as an insult and felt like Nikon was saying that a photographer is only as good as his equipment, expensive equipment that is.McDonalds should have been prepared for mixed responses, instead they pulled the campaign after only hours.Directly tweeted people-perceived as spam/bombardmentFake campaigns, YouTube video spoofs in bad taste-Comcast video of man falling asleep, Domino’s and KFC videos, Politicians misuse
- Short-lived.Ended badly.One woman received e-mails from a fake British soccer hooligan named Sebastian Bowler.Stalking e-mails, coming to visit her with his pit bull, received a fake bill for a hotel room he trashed, fake MySpace pageBetter idea: Might be encouraging user created pictures or videos like the Instagram campaigns, YouTube campaigns, etc. promoting the actual vehicle
- Call to actions, engagement….what is too far? We want to engage and voluntarily participate so how do companies know where to draw the line?What is acceptable for companies to ask consumers to do via social media?Should we tailor our content to achieve maximum influence?
- Social media is an amplifier and a reflection of real life2011 stat: 21% of social media-using teens say they have personally joined in on the harassment of others on a social network site.25% of social media-using teens had an experience on a social network site that resulted in a face-to-face argument or confrontation with someone.Bad ideas that go from online to offlineBad idea because of the negative effects, effects on the brain especially at a young age can be badBad Idea to post location updatesMore than just privacy concerns, timewaster, and the “internet” speak that becomes acceptable