social media gone wrong: what not to do online
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Social Media Gone Wrong: What NOT To Do Online
Prepared by:Chad Wiebesick
Director of social media & interactive marketing, Pure MichiganTwitter: @Wiebesick
March 7, 2016
Know your audience.
What Single Post Caused People To Unlike the Pure Michigan Facebook Page?
What Should We Do?
Let Your Advocates Support You
Some people get fired even before they begin their job.
Using emoji’s can get you fired
What does this tweet mean?
He’s probably the first person fired for poor emoji use.
Lesson learned: In the heat of a moment, take time to think how others might view your tweet.
Check your work before you hit ‘send’.
People react with mocking responses…
...and people react with harsh criticism
Shortly, Total Beauty apologizes
Acknowledge the mistake
Don’t tweet and drive.
Don’t automate your social media feeds.
The New England Patriots wanted to thank their fans for reaching
one million Twitter followers with an automated tweet that showed
each fan's Twitter handle on a digital Patriots jersey if they
retweeted this message celebrating reaching one million.
Patroit’s automated Twitter reply sends out racial slur.
And here’s the subsequent apology.
Even smart, successful people can make big mistakes. And on social media, those
mistakes aren’t easy to fix.
She insults an entire continent of 50+ countries, people with AIDS, African-Americans, white people, the medical community, the international travel business, people with an actual sense of humor, and more.
https://www.youtube.com/watch?v=lc5NUSKRogI
#HasJustineLandedYet trends worldwide
Brands, web celebrities join global mockery of Justine’s pro-AIDS tweet
She lands…and gets fired.
She’s not a bad person, just bad at Twitter.
“I lost my job, my reputation and I’m not able to date anymore.”
Here’s another reason to not focus on number of fans.
New York State Has The Largest Number of Facebook Fans
• The most popular age group are 13-17 year old teenagers.• Most of their fans live in New York City.
State of Florida Has Far Fewer Fans, But More Engaged
• Average age of fans are 35-54, a demographic more likely to have budget to travel.
• Most fans live out-of-state, a more lucrative traveler.
Another reason to not focus on fans
US Airways sends NSFW graphic tweet
US Airways finally removes the tweet after nearly one hour and apologizes.
Be timely and topical, but smart.
Three Words: Building Brand Awareness
“Here’s how by reacting quickly to a rather obscure tweet, we
generated $17 million in PR buzz.”
Dec 6, 11:49 am
TravelWisconsin.com
Dec 6, 2:45 pm
Dec 6, 7:17 pm
What, If Anything, Do We Do? • 1 tweet• 11 retweets• 1 story in Kalamazoo Gazette
Dec 7, 11:45 am WhoIsTheRealMittenState.com
Dec 7, 4:43 pmStatewide News
Dec 7, 7:23 pmWisconsin Releases Another Mitten
Travel Wisconsin put up a new version of the mitten in the green and gold of the Green Bay Packers, boasting the football team's unbeaten record and ribbing their rivals, the 7-5 Detroit Lions.
“Is Michigan or Wisconsin the Mitten State?”Google AdWords
Dec 7, 10:20 pmNational News
Dec 13
The Mitten Drive Prompted More Conversations
Dec 14, 2:20 International News
Results:•Over 300 news stories from state, national and international radio, newspaper and TV •396 million media impressions•$17.7 million in earned media value
This tweet went over about as well as you'd expect.
Really?! Kenneth Cole jokes about tragic international event to sell shoes again
And another example
Epicurious sends individual apologies, though half-hearted copy-and-pasting is disingenuous.
Lesson Learned: Don’t make light of serious situations. If you do, apologize authentically, not as lip service.
Here’s what happens when social media managers inadvertently post to
the wrong account
Maybe the admin is fed up after a bad day and decides to take it out on the
brand’s soapbox.
Or maybe it’s an honest mistake, and they think they’re signed into their
personal account
Good-humored tweet acknowledges the mistake
Sometimes, the way it’s handled can redeem (or further condemn) your brand
Lesson Learned: Be careful who you put in charge, and put policies in place
as checks and balances
Sometimes an account gets hijacked.
University of Michigan
Alert audiences on your other channels…and change your passwords
Access is restored! (Or so they thought)
Burger King gets hacked and masquerades as McDonalds
The next day, hackers break into Jeep’s Twitter account
But, sometimes brands fake being hacked
Lesson learned: Create a ‘Social Media Hacking Policy’
Strong password security is not enough. Use two-step authentication.
Research trending hashtags before you use them.
…Quickly Apologized.
Lesson Learned: Just because it’s trending doesn’t mean it’s something that you could or should capitalize on
Evaluate how new hashtags might be construed.
#SusanAlbumParty
#susAnalBumParty
Closing Thoughts
If you mess up, own it, say you’re sorry and then move on. Don’t become a case study in my presentation!
• Chad Wiebesick• wiebesickc@michigan.org• Twitter: @wiebesick• Facebook.com/cwiebesick• Linkedin.com/in/wiebesick• (517) 335-1083
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