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SOCIAL FAILS!!!
Melissa Fach • @SEOaware
#Pubcon
Melissa Fach — @SEOAware
• Pubcon Social & Community Manager
• US Blog Editor at SEMrush
• Consultant
Past Social Experience:
• Moz
• SEJ
• AuthorityLabs
• Big Cat Habitat
A social media manager is so much more
than a person that schedules shares.
@SEOAware
They protect your business, your
reputation, and they manage new and
current customers.
@SEOAware
When managing customer service issues,
they are your store front and your
protector.
@SEOAware
They also create strategies, campaigns
and social images.
You need to hire well.
@SEOAware
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.
@SEOAware
#pubcon
You Have to Give Your Team Direction
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...
@SEOAware
#pubcon
“What were you thinking?” Category
@SEOAware
#pubcon
@SEOAware
#pubcon
@SEOAware
@SEOAware
@SEOAware
1. Be careful with engagement
strategies.
2. Who ever manages ads, needs to
show them to social manager.
@SEOAware
Misguided or brilliant?
MASSIVE engagement.
@SEOAware
Still Engaging, but not as offensive…
It is your job to be skeptical & judgmental!
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.
@SEOAware
Research Before You Tweet or Reply
@SEOAware
Emoji Fail
@SEOAware
@SEOAware
Take the Time
Response may be slower, but being accurate
won’t haunt you!!
@SEOAware
@SEOAware
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.
@SEOAware
Ways to Check Image Origin
Reverse image search tool like - TinEye.com
@SEOAware
Spellcheck!!!
Spellcheck
@SEOAware
Dubois
@SEOAware
Grammarly
Add it to your browser or paste your tweet in the software.
@SEOAware
Joke Fails
@SEOAware
Super Bowl
They deleted it.
@SEOAware
Jokes that work…
@SEOAware
Connection through humor works.
@SEOAware
@SEOAware
What could go
wrong?
Automation/Scheduling Fail…
@SEOAware
@SEOAware
Fact:
Using social media for
engagement or to
build a fan based
doesn’t work for all
companies.
@SEOAware
@SEOAware
Auto replies are a bad idea…
@SEOAware
No Fill In the Blank
@SEOAware
Keep In Mind
You cannot 100% control what could happen on
social media.
How much risk can your brand handle?
@SEOAware
Painful: Watch Your Markup
@SEOAware
@SEOAware
Facebook Debugger is your friend!
https://developers.facebook.com/tools/debug/
@SEOAware
Twitter Card Validator
https://cards-dev.twitter.com/validator @SEOAware
LinkedIn Post Inspector
https://www.linkedin.com/post-inspector/inspect/
@SEOAware
Pinterest
https://developers.pinterest.com/tools/url-debugger/
@SEOAware
Trickery!
@SEOAware
OFFENSIVE!
@SEOAware
Lack of compassion?
Lack of understanding?
Doesn’t work directly with police?
@SEOAware
Hashtags: Check Their Purpose
@SEOAware
Double Check Account Before Sharing
@SEOAware
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.
@SEOAware
Customer Service
@SEOAware
Canned Responses Suck!
@SEOAware
Doing it Right: NORDSTROM
@SEOAware
Timeliness Matters
@SEOAware
You are being watched: Remember this when replying!
@SEOAware

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Social Fails Pubcon Vegas 2019

Editor's Notes

  1. Can’t make mistakes that will hurt a brand
  2. 2015
  3. 2015
  4. 2015
  5. 2015
  6. 2015