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#Fail: Social Media PR Disasters
         OCG Lunch & Learn
          @openchannelspr
          #ocglunchnlearn
           May 13, 2011
Includes content from presentation by Marla Erwin,
      Interactive Art Director at Whole Foods
                       #smfail
“A long-term erosion
  of trust among a
 significant group of
customers or fans….
…due to the misuse or
 the failure to use the
power of social media.”
              - Marla Erwin
True Confessions
      Lesson one:
 You are not in a vacuum
“A hazard of social media
is that people will read
what you write.”
The Lesson:
 You are not
in a vacuum
Laugh Riot
       Lesson two:
Err on the side of caution
Kenneth Cole sparks online furor with joke tweet that
      Egypt protests spurred by fashion frenzy




  Oops: Kenneth Cole           Kenneth Cole Under Fire
Apologizes for Egypt Tweet        for Egypt Tweet




             Kenneth Cole Blasted for Egypt Tweet
“Your error will be multiplied
in its impact by the trail of
online wreckage it creates…”
The Lesson:
Err on the side
  of caution
#amazonfail
      Lesson three:
Be vigilant, respond swiftly
“Amazon Rank”
“In consideration of our
entire customer base, we
exclude „adult‟ material from
appearing in some searches
and best seller lists.”
“That night, they
were not divided.”
57,310
It was “a glitch”
FAIL
FAIL



FAIL




FAIL

FAIL

FAIL

FAIL
“This is an embarrassing and
ham-fisted cataloging error from
 a company that prides itself on
 offering a complete selection.”
The Lesson:
  Be vigilant,
respond swiftly
United Breaks Guitars
      Lesson four:
    Update your tactics
10,000,000
?
“Fight social media fire
with social media water.”
The Lesson:
Update your
  tactics
Re-United
 Lesson five:
Context matters
The Lesson:
Context matters
Not-so-silent Bob
        Lesson six:
 If you apologize, mean it
The Lesson:
     If you
apologize, mean
        it
Motrin Moms
       Lesson seven:
Mocking your customers = bad
The Lesson:
 Mocking your
customers = bad
Flogging Across America
      Lesson eight:
      Be transparent
“We believe in honesty and
 transparency at all times:
         honesty of
 relationship, opinion and
          identity.”
The Lesson:
Be transparent
Janet Tweets For Exxon
           Lesson nine:
- Manage your social media presence (or
    someone will manage it for you)
      - Have trusted staff in place
The Lesson:
-Manage your social media
presence (or someone may
    manage it for you)
-Have trusted staff in place
The Cat Deserved It
        Lesson ten:
Sometimes you are the problem
By trying to suppress
information, you can
 actually increase its
      exposure.
The Lesson:
Sometimes you
are the problem
The
Lessons
Think.
 Be nimble.
Show respect.
#FAIL: Social Media PR Disasters
#FAIL: Social Media PR Disasters
#FAIL: Social Media PR Disasters

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#FAIL: Social Media PR Disasters

Editor's Notes

  1. What are some social media tactics they could have used?