There are many examples of companies failing at their usage of social networks for marketing. It has happened to pizzerias, Nestle, and even the American Red Cross (although they handled the situation pretty well). What is the biggest failure you have seen on Twitter?
For David Meerman Scott, it’s a tweet by the designer Kenneth Cole. Cole tried to insert his brand into conversations about the uproar in Egypt by posting the following tweet: “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC”
Through this tweet, Cole tried to hijack the #Cairo hashtag in attempt to promote his spring collection. His message was received with strong public disapproval and media criticism. “People died in Cairo during the Egypt uprising, and you don’t make light of that to try to point people to your particular products or services,” says David.
Lesson: Don’t Hijack Hashtags for Sensitive Situations
“Don’t try to hijack a hashtag to talk about one of your products,” says David. Don’t attempt to piggyback on news when it conveys extremely negative information, such as people’s deaths. “When you are trying to exploit something that’s seen as very sad or negative, you are on incredibly dangerous ground,” he adds.
Twitter is an instant communication channel that allows you to easily jump into a discussion. You can react in real time and leave comments while a situation is still unfolding. But you should do it with tact and responsibility. “You should never try to take advantage of a situation when the situation in any way involves misery or death or destruction,” David says.
So what’s the biggest Twitter fail you have seen?
Inbound Marketing Blog Feed
Kim Phillips 9:16 AM on September 26, 2011
Amazing that anyone would do something that dumb, and insensitive.
Jim Wells 10:10 AM on September 26, 2011
I've seen this situation with so many brands now I can't even count! I think a "TWITTER 101" class should be mandatory for anyone representing a brand.
Another noteworthy hashtag gaffe was committed by Entenmann's during the Casey Anthony verdict.
Their tweet: "Who's #notguilty about eating all the tasty treats they want?!"
Ooooh boy. Yeah. That actually happened.
/headdesk
Cynthia Angelozzi 11:08 AM on September 27, 2011
Wow, this is amazing.I think the worst about this is that we are not even talking about having a certain level of experience in Twitter; I'm a rookie but I know you just don't do things like this. It's about common sense!
Paulina Vargas 12:56 PM on September 27, 2011
I defiantly remember he situation with Amy Winehouse's death, It seems like too many companies are desperate to succeed in the real of social marketing.
Dede 6:58 PM on September 27, 2011
I think that sometimes responsible marketing gets lost in the momentum in the pursuit of profit. Although whoever was handling their marketing probably didn't think out the circumstances that were unfolding in Egypt, they still bear the blame. It is a lesson for all of us who try to capitalize on a popular or highly publicized event.
It is a new style of marketing today and will take the more established marketing companies time to catch up.
Sam Singer 1:23 PM on September 30, 2011
Great article Magdalena. For my referral marketing campaign, which is a very clever business card strategy, I really need to follow this lesson or get the wrong kind of attention.