As social media has matured over the last few years, it has become more obvious that social media marketing has to power to make or break a brand. When handled correctly, social media marketing allows companies to connect with their consumers in a new and personalized way, learn insights directory from their target audience, and develop a strong and loyal network and much, much more. However, when mishandled, social media also has the power to completely ruin a brand’s online reputation.
Because of Twitter’s instantaneous nature, bad news spreads just as fast as good. While you may think your tweet may go unnoticed in the sea of information being created, are you really willing to risk it?
Don’t become a social media flop. Learn from the misfortune of others.
While history was unfolding in Egypt, fashion powerhouse Kenneth Cole tweeted “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is available online…” Twitter users around the globe were quick to respond, denouncing Kenneth Cole’s tweet as “in bad taste.” Kenneth Cole was quick to apologize and deleted the offensive tweet, but the damage had already been done.
Lessons learned: While a sense of humor will take you a long way in social media (check out this clever Red Cross social media mistake turned success ), you have to be careful when dealing with sensitive topics. Making light of a serious situation can land you it serious trouble.
The comedian is no stranger to making fun of serious situations, but his comedy took it a step too far for the social networks when he tweeted “Japan is really advanced. They don’t go to the beach. The beach comes to them.” His off-color comments about the tsunami that devastated Japan got him canned from his long-time position as the Aflac spokesman.
Lessons learned: While your Tweets may be in line with your general personality, you also have to think who else your personal brand is connected with. Companies/clients don’t want to align themselves with someone who has a bad reputation and poor public image.
The former New York Representative Anthony Weiner learned the differences between a direct message and Tweet the hard way when a
Lessons learned: Check out this Brick Blog post!
These are just three recent examples of Twitter usage gone awry. There have been plenty of other stories of employees accidentally posting personal grievances from public accounts (like the Chrysler f-bomb tweet ), social media interns sabotaging their temporary employers and more. Don’t letter a rouge Tweet run away with your brand!