Stephanie Scott, Balcom Agency, @schtebnay Corey Lark, Open Channels Group, @coreylark #smfail #FAIL: SOCIAL MEDIA DISASTERS
May 16, 2015
Stephanie Scott, Balcom Agency, @schtebnayCorey Lark, Open Channels Group, @coreylark
#smfail
#FAIL: SOCIAL MEDIA DISASTERS
Includes content from presentation by Marla Erwin,
Interactive Art Director at Whole Foods@marlaerwin
@smcfortworth | #smcfw
“A long-term erosion of trust among a
significant group of customers or fans….
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…due to the misuse or the failure to use the
power of social media.”
- Marla Erwin
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TRUE CONFESSIONS
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“A hazard of social mediais that people will readwhat you write.”
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The Lesson:You are
notin a
vacuum
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LAUGH RIOT
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Kenneth Cole sparks online furor with joke tweet that Egypt protests spurred by fashion frenzy
Oops: Kenneth Cole Apologizes for Egypt Tweet
Kenneth Cole Blasted for Egypt Tweet
Kenneth Cole Under Fire for Egypt Tweet
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“Your error will be multipliedin its impact by the trail ofonline wreckage it creates…”
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The Lesson:-Err on the
side of caution
-Respond swiftly
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CHRYSIS
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The Lesson:- Be prudent
- Accept responsibility
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UNITED BREAKS GUITARS
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10,000,000
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“Fight social media fire with social media
water.”
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The Lesson:Update your
tactics
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What are some tactics United could
have used to address the situation?
RE-UNITED
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The Lesson:Context matters
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NOT-SO-SILENT BOB
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The Lesson:If you
apologize, mean it
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MOTRIN MOMS
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The Lesson:Mocking your customers =
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FLOGGING ACROSS AMERICA
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“We believe in honesty and transparency at all
times: honesty of relationship, opinion
and identity.”
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The Lesson:Be
transparent
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JANET TWEETS FOR EXXON
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The Lesson:-Manage your social media presence (or
someone may manage it for you)
-Have trusted staff in place @smcfortworth | #smcfw
THE CAT DESERVED IT
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By trying to suppress
information, you can actually increase its exposure.@smcfortworth | #smcfw
The Lesson:Sometimes you are the
problem@smcfortworth | #smcfw
How do you think Chipotle should
have handled this?
@RedCross Disaster Recovery
#GETTNGSLIZZERD
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One man’s crisis is another’s
annoyance.
•You don’t know what’s happening.
•There’s a spike in commentary or a new topic of conversation.
•An issue with very broad impact or interest is raised.
The NOW RevolutionJay Baer and Amber Naslund
8 STEPS TO RECOVERY
1. Acknowledge the crisis
2. Fight social media fire with social media water
3. Be sorry
4. Create an FAQ
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5. Build a pressure relief valve
6. Know when to take it off-line
7. Arm your army
8. Learn your lessons@smcfortworth | #smcfw
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@openchannelspr / @coreylark
Facebook.com/openchannelsgroup
www.openchannelsgroup.com
@balcomagency / @schtebnay
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www.balcomagency.com