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OPEN CHANNELS GROUP OCG Lunch & Learn @openchannelspr #ocglunchnlearn May 13, 2011 #Fail: Social Media PR Disasters
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OPEN CHANNELS GROUP
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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FAIL
FAIL
FAIL
FAIL
FAIL
FAIL
FAIL
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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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?
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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 =
bad
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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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