Whether you’re a small business with a solitary Twitter account, a mid sized agency using the latest monitoring tools, or a huge corporation with a multi-million dollar Facebook campaign , at some point, we all will make mistakes playing the social media game.
Just hope that you don’t crap out by making mistakes as big as the following…
Kryptonite Evolution vs ball point pen
A man discovers that he can pick the Kryptonite Evolution 200 U lock—once deemed the “toughest lock in bike security” -with a Bic ball point pen.
First he blogs about it, then other blogs and local newspapers catch wind of the story. Worst of all, the brand failed to respond, even when the New York Times ran a featured story. Fail.
Lesson: Listen to your customers, it could really help your product development team.
L’Oreal faked it
L’Oreal’s social media presence took a huge hit when it was revealed that they created a fake blog. Push marketing in the social media space is always a bad idea, especially when it’s this blatant.
Lesson: Don’t create fake testimonials or blogs. Ever.
Quiznos’s 2 girls and 1 sub
Quiznos ran this ad campaign that spoofed the infamous 2 Girls and 1 Cup viral YouTube video. Poor taste by Quiznos.
Lesson: Spoofing porn is usually a bad idea.
BP spills millions of gallons of its oil in the golf of Mexico. Shortly after, it finds its Facebook pages clogged with outraged environmentalists. As if BP didn’t already piss off environmentalists.
Best of all, a group of protestors created this fake, yet super hilarious, Twitter account.
Lesson: If you’ve already got a shoddy reputation, you’ve got to work three times as hard to fix the mistake.
My Dell Hell
Dell’s reputation went up in smoke after tech blog Gizmodo published this photo of an exploding Dell laptop. This single image spread like wildfire across the blogosphere, causing Dell to eventually recall over four million laptop batteries.
Dell eventually responded to the blogs, but it was the delayed response that put a cap on the period known as “Dell Hell.” Should have responded sooner.
Lesson: A single image can be powerful. Use social media to stomp out fires before they turn into wildfires.
Comcast guy falls asleep on couch
In 2007, Comcast technicians became the poster child for poor customer service. This video had over one million views and spurred other Comcast customers to spy on their cable guy.
Youtube was soon over-run with Comcast guys sleeping on the job. Worst of all, Comcast had no response.
Lesson: YouTube can be used against you. Dig deep for anti-brand videos.
Dominos Pizza “extra toppings”
Two employees post a video on YouTube that grosses out an entire nation of pizza goers. What saved this from being anything more than a goof, however, was the reaction of then USA Domino’s president, Patrik Doyle.
He gave a well-worded apology and took full responsibility. Chrysler should have been paying attention to this.
Lesson: Create social media guidelines for the entire company.
Red Cross gets slizzerd
It was an innocent mistake. The Red Cross’s social media specialist (who was an intern) meant to send this tweet from his personal Twitter profile – not from the @Red Cross account.
Like Dominos, however, the Red Cross did a great job of owning up to the mistake, and even poked fun out of themselves in a later tweet. It was a big goof, but not a total fail.
Lesson: Have a system of checks and balances in place for your social media efforts. Don’t expect interns to handle the full load by themselves.
Chrysler hates Detroit drivers
It’d be different if this tweet came from Honda or even BMW: not a great idea, but it would be different. But this message came from Chrysler, the same company spending millions on the “Imported from Detroit” campaign.
Making this situation even worse was Chrysler’s excuse that the account was “hacked.” Even though this could be true, Chrysler should have taken a page from Red Cross and Dominos.
Lesson: Always apologize: even when it’s not entirely your fault.
United breaks the wrong guy’s guitar
United breaks David Carroll’s guitar and makes little effort to compensate him. So David does what’s natural to him: he makes a music video.
Later, a Times newspaper reports that four days after the videos release, United Airline’s stock price dropped 10%, costing stockholders over $180m in value. Today the video is a smash hit and has over 10m views. Customer service fail.
Lesson: Respond to customer complaints, quickly.
KFC is over-run by rats
In 2007, a KFC was over-run by rats. Worst yet, KFC failed to respond properly. They settled for a typical press release in which they claimed that this was an “isolated incident” and that the “restaurant has been closed and will not be reopened until it has been sanitized”.
Thanks to the viral power of YouTube, however, the whole world heard about this story. The press release did little to slow the spread.
Lesson: A press release won’t stop a social media maelstrom. Use video to fight video.
GoDaddy CEO hunts elephants
In March of this year, GoDaddy CEO Bob Parsons killed an elephant, posted it on YouTube, and then preceded to Tweet about his adventure.
Although his intentions were noble (see the video), tweeting and posting video of animal killings is not a good idea. The backlash from PETA was swift and immediate.
Lesson: Don’t kill anything and then post it to YouTube or Twitter. PETA will destroy you.
Kenneth Cole starts a Riot
Kenneth Cole jumped in boiling water when they tried to hijack the #Cairo tag associated with the Egyptian Riots. As Chris Lake mentioned in a post earlier this year, hijacking hash tags is almost always a bad idea.
Lesson: Brands, hash tag hijacking is always a bad idea, especially if it has nothing to do with your product. Be careful what you comment on.
There’s not much to be said about this one: everyone knows this story. A promising member of the House of Reps, Anthony Wiener, tweets an inappropriate pic of himself.
The pic gets leaked to the press. Weiner denies it’s him in the pic (pun intended), and then later admits that it was in fact his picture. Although he eventually apologized – taking full responsibility – this tweet essentially ended his career. Epic fail.
Lesson: Apologies won’t solve everything (The Weiner Principle). Use the lessons learned above, and don’t be a Wiener.
What marketers should learn from this
Push marketing rarely works as a social media strategy. Instead of releasing a standard press release, use a multitude of social media channels to interact with your audience. Doing so makes your message much more likely to be spread.
And if you’re using social media, make sure you take it on seriously. Create the proper support channels and oversight so that mistakes don’t happen, because once your message is out there in the universe, it can’t be taken down easily.
But if mistakes are made, be prepared to go through the appropriate social media channels to push an apology message out there. And make sure that while pushing your apology message out there that you’re interacting with disgruntled customers.
Not only will this demonstrate to the world that you are listening, but also that you are truly empathetic.
Were there any epic fails that I missed? Please share in the comments below. Hope you enjoyed…