When Social Goes Bad
What’s the worst that could happen?
#quantasluxury example – strike action had caused cancelled flights when they launched a Twitter comp. asking followers to describe their ultimate in-flight experience. The hastag was hijacked by upset customers and continues to be used when making jokes about the company on social media.
#McDstories used to talk about food poisoning, alien things in food instead of the ‘hard-working staff’ stories they wanted to create.
– Brands have to consider the bigger picture before starting a social campaign
– Brands have to let go of being able to control their brand’s narrative with social media marketing (see http://www.youtube.com/watch?v=O95DBxnXiSo #FitchtheHomeless)
– Consumers are likely to forgive ‘flash’ mishaps on social media
Choose your medium
Often Twitter will evoke different responses to Facebook. See the Coles example which went as intended on Facebook but was hijacked on Twitter to showcase how Coles exploit Australian farmers.
– Social media audiences are not homogenous – think about what people use different platforms and tailor the campaign to them
– Turn a negative response around – i.e. Coles used the reaction to explain how they were handling the situation with farmers and educate people on their new processes
Be aware of wider world events
– Don’t jump on a hashtag, especially if you don’t know what the hastag is! (See #Aurora shooting example and Aurora dress push from celeb Boutique)
– Push back a launch if there’s a worldwide disaster that is dominating the social world.
Hold your hands up
The response to a ‘bad’ tweet or one not well-received can be turned into a postivie with quick and fun thinking. I.e. Red Cross example which saw the social media manager tweet from the wrong account #gettingslizzard. Red Cross tweeted ‘Rouge tweet deleted, we’re very much sober and have confiscated the keys!’ This move caused the company to be seen more personally and resulted in donations to Red Cross through beer company mentioned in rogue tweet.
“Traditional media were established as content delivery systems … Social media are ways for people to share and communicate with other people.”
“A Pew study showed that the affective sentiment of Twitter opinions is never consistent with the overall mood and opinions of Americans at large, which is not surprising given that a mere 3 percent of Americans are regular tweeters. (Admittedly, a higher percentage of people follow tweets, but while higher, this percentage is still very low.)”
– Twitter is used by more vocal, opinionated users. A platform for debate & community participation.
More reading on sentiment in social media