This document discusses social media fails and how to avoid them. It provides examples of social media mistakes made by companies and gives tips for social media managers. The key points are: 1) Hiring the right person to manage social media and giving them clear direction is important to avoid fails. 2) Common fails include offensive posts, lack of fact checking, and poorly timed responses. 3) Social media managers must be vigilant, research before posting, avoid automation, and get second opinions on sensitive topics.

1. SOCIAL FAILS!!!
Melissa Fach • @SEOaware
#Pubcon

2. Melissa Fach — @SEOAware
• Pubcon Social & Community Manager
• US Blog Editor at SEMrush
• Consultant
Past Social Experience:
• Moz
• SEJ
• AuthorityLabs
• Big Cat Habitat

3. A social media manager is so much more
than a person that schedules shares.
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4. They protect your business, your
reputation, and they manage new and
current customers.
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5. When managing customer service issues,
they are your store front and your
protector.
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6. They also create strategies, campaigns
and social images.
You need to hire well.
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7. Three Main Reasons for Social Fails
1. Wrong person running social media.
2. Companies don’t go the extra mile when hiring.
3. Mistakes that are easily avoided.
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8. You Have to Give Your Team Direction

9. Every Brand Needs…
1. Company values that social managers & CS can follow.
2. Hiring list of must haves – personality traits, skills, experience.
3. Employees with good judgment – show them some of today’s
examples...
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10. “What were you thinking?” Category

11. @SEOAware
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12. @SEOAware
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13. @SEOAware

14. @SEOAware

15. @SEOAware

16. 1. Be careful with engagement
strategies.
2. Who ever manages ads, needs to
show them to social manager.
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17. Misguided or brilliant?
MASSIVE engagement.
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Still Engaging, but not as offensive…

18. It is your job to be skeptical & judgmental!

19. So Social Media Managers…
1. Point out the things that will be considered offensive — ALWAYS!
2. Point out what could go wrong; battle if you have to!
3. Managing social for a brand means you are the protector.
4. You know better than your boss – this is what you are being paid for.
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20. Research Before You Tweet or Reply

21. @SEOAware

22. Emoji Fail
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23. @SEOAware

24. Take the Time
Response may be slower, but being accurate
won’t haunt you!!
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25. @SEOAware

26. Response from American Apparel
"A young social media employee who was born after the
Challenger tragedy unfortunately re-blogged a photograph of the
explosion on our Tumblr account.
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27. Ways to Check Image Origin
Reverse image search tool like - TinEye.com
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28. Spellcheck!!!

29. Spellcheck
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30. Dubois
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31. Grammarly
Add it to your browser or paste your tweet in the software.
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32. Joke Fails

33. @SEOAware

34. Super Bowl
They deleted it.
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35. Jokes that work…
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36. Connection through humor works.
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37. @SEOAware

38. What could go
wrong?

39. Automation/Scheduling Fail…
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40. @SEOAware

41. Fact:
Using social media for
engagement or to
build a fan based
doesn’t work for all
companies.
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42. @SEOAware

43. Auto replies are a bad idea…
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44. No Fill In the Blank
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45. Keep In Mind
You cannot 100% control what could happen on
social media.
How much risk can your brand handle?
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46. Painful: Watch Your Markup

47. @SEOAware

48. @SEOAware

49. Facebook Debugger is your friend!
https://developers.facebook.com/tools/debug/
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51. Twitter Card Validator
https://cards-dev.twitter.com/validator @SEOAware

52. LinkedIn Post Inspector
https://www.linkedin.com/post-inspector/inspect/
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53. Pinterest
https://developers.pinterest.com/tools/url-debugger/
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54. Trickery!

55. @SEOAware

56. OFFENSIVE!

57. @SEOAware

60. Lack of compassion?
Lack of understanding?
Doesn’t work directly with police?
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63. Hashtags: Check Their Purpose

64. @SEOAware

66. Double Check Account Before Sharing

67. @SEOAware

68. Ways to Avoid
1. Use different platforms/software for business vs. personal.
2. Use different browsers.
3. Triple check everything before you tweet or schedule.
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69. Customer Service

70. @SEOAware
Canned Responses Suck!

71. @SEOAware
Doing it Right: NORDSTROM

72. @SEOAware
Timeliness Matters

73. @SEOAware

74. You are being watched: Remember this when replying!

75. @SEOAware