#FAIL: Social Media PR Disasters

transcript

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OCG Lunch & Learn@openchannelspr#ocglunchnlearn

May 13, 2011

#Fail: Social Media PR Disasters

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Includes content from presentation by Marla Erwin,

Interactive Art Director at Whole Foods#smfail

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“A long-term erosion of trust among a

significant group of customers or fans….

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…due to the misuse or the failure to use the

power of social media.”

- Marla Erwin

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Lesson one:You are not in a vacuum

True Confessions

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“A hazard of social mediais that people will readwhat you write.”

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The Lesson:You are

notin a

vacuum

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Lesson two:Err on the side of caution

Laugh Riot

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Kenneth Cole sparks online furor with joke tweet that Egypt protests spurred by fashion frenzy

Oops: Kenneth Cole Apologizes for Egypt Tweet

Kenneth Cole Blasted for Egypt Tweet

Kenneth Cole Under Fire for Egypt Tweet

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“Your error will be multipliedin its impact by the trail ofonline wreckage it creates…”

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The Lesson:Err on the

side of caution

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Lesson three:Be vigilant, respond swiftly

#amazonfail

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“Amazon Rank”

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“In consideration of our entire customer base, we exclude ‘adult’ material from appearing in some searches and best seller lists.”

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“That night, they were not

divided.”

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57,310

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It was “a glitch”

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“This is an embarrassing and ham-fisted cataloging error from a company that prides itself on offering a

complete selection.”

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The Lesson:Be vigilant,

respond swiftly

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Lesson four:Update your tactics

United Breaks Guitars

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10,000,000

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“Fight social media fire with social media

water.”

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The Lesson:Update your

tactics

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Lesson five:Context matters

Re-United

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The Lesson:Context matters

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Lesson six:If you apologize, mean it

Not-so-silent Bob

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The Lesson:If you

apologize, mean it

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Lesson seven:Mocking your customers = bad

Motrin Moms

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The Lesson:Mocking your customers =

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Lesson eight:Be transparent

Flogging Across America

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“We believe in honesty and transparency at all

times: honesty of relationship, opinion

and identity.”

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The Lesson:Be

transparent

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Lesson nine:- Manage your social media presence (or someone will manage it for you)

- Have trusted staff in place

Janet Tweets For Exxon

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The Lesson:-Manage your social media presence (or

someone may manage it for you)

-Have trusted staff in place

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Lesson ten:Sometimes you are the

problem

The Cat Deserved It

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By trying to suppress

information, you can actually increase its exposure.

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The Lesson:Sometimes you are the

problem

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The Lessons

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Think.Be nimble.

Show respect.

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#FAIL: Social Media PR Disasters

Technology