An Australian online retailer apologized for using bushfires in Tasmania to try to increase followers on Facebook. The company said it would donate generators depending on how many new likes its page got, which drew criticism for opportunistically exploiting the crisis. Similarly, McDonald's #McDStories campaign was hijacked by customers sharing negative experiences, forcing the promotion to end early. When a Red Cross employee accidentally tweeted about drinking beer from the organization's account, it handled it well with humor and transparency, turning it into a positive that encouraged donations.

1. Case
Sellittoonline.com.au
An Australian online shopping site has apologised for
using the bush fire crisis to try to build the number
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of followers for its Facebook page.
Gold Coast‐based Sellitonline.com.au promised to
donate generators to help those in Tasmania
donate generators to help those in Tasmania
without power – if there were enough likes for its
page.
“What we need you do do is get everyone of your
friends to join sellitonline Facebook page and the
more people we get will determine how many
more people we get will determine how many
generators we donate.”
The post quickly drew criticism
“Don’t manipulate social media for your own benefit”
“Fxxx off with your opportunistic marketing trying to take advantage of other people’s tragedy.”
The post has since been removed from the brand’s Facebook page.
A spokesman for Sellitonline told Mumbrella: “We apologise if anyone was offended. We will be
making a donation anyway.
making a donation anyway ”

2. Case
McDonalds: Not “Lovin’ It”
The promoted hashtag #McDStories was
quickly hijacked by followers to detail their
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horrific encounters with the company. Stories
ranged from food poisoning to unsavory
customer service to even a live worm found in
a Filet o’ Fish sandwich. Originally scheduled
for 4 hours, the promotion was cut short
for 24 hours, the promotion was cut short
after two.
Lessons:
1. Be wary of how campaigns can spiral out of control
2. Adjust the campaign quickly if it starts to sour
3. Have a crisis communication plan in place in order to avoid snowballs
4. The McDonald’s campaign also made way for some serious customer service
opportunities. Address complaints as soon as possible
opportunities. Address complaints as soon as possible

3. Case
On February 15th 2011, an employee of the Red Cross accidentally
tweeted from the wrong account – the @RedCross account instead
of her own personal account. The tweet went like this:
of her own personal account The tweet went like this:
“Ryan found two more 4 bottle packs of Dogfish Head’s
Ryan found two more 4 bottle packs of Dogfish Head s
Midas Touch beer… when we drink we do it right
#gettngslizzerd
#gettngslizzerd”

4. Causing a potential crisis‐gone‐viral situation
Damaging the organization’s trusted reputation

5. Fortunately
it never got remotely close to going that far...
The Red Cross managed to turn the potentially disastrous situation with humor and
The Red Cross managed to turn the potentially disastrous situation with humor and
human appeal into a campaign that created awareness and encouraged people to
donate to their cause.

6. Approach
Instead of being embarrassed the Red Cross approached the
situation with humor and grace
Turning the potentially negative situation into an opportunity.
Here’s how they did it:
They deleted the tweet but they followed this up with a new tweet addressing
They deleted the tweet but they followed this up with a new tweet addressing
their actions:

7. Approach
Published an informative post to their corporate blog
explaining the situation, apologizing f it
l i i th it ti
l i i for it, making light of it
ki li ht f it
and thanking their loyal fans for supporting them through it

8. Approach
The employee who made the mistake tweeted from her own
account, again explaining the situation with humor and human appeal.

9. Result
They shined the spotlight on some of their truest supporters who came
to their defense and took action by donating to their cause
“… In the meantime we found so many of you to be sympathetic and
understanding. Whil
d t di
While we’re a 130 year old humanitarian organization, we’re
’
130
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it i
i ti
’
also made of up human beings. Thanks for not only getting that but for turning
our faux pas into something good.”

10. The Red Cross handled this potential crisis beautifully by showing their human
and humorous side, they were able to connect with their supporters and turn
dh
id th
bl t
t ith th i
t
dt
a potentially negative and viral situation into a positive opportunity that
created both awareness and an appeal that resulted in the brand attaining
new supporters and advocates.