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Webinar - Lessons Learned from Cringeworthy Social Media Fails

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When you make a mistake, social media can be an unforgiving place. While engaging with your audience is crucial to growing a social media presence, accuracy is more important than a speedy response.

In this webinar, we discussed what your content needs to go out looking like:

- Clear roles, approval flows and an audit trail to boost clarity
- Consistent brand messaging on social media to keep audience trust
- Lessons learned from brands that got it all wrong

Publié dans : Marketing
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Webinar - Lessons Learned from Cringeworthy Social Media Fails

  1. 1. Lessons Learned from Cringeworthy Social Media Fails #FalconEd
  2. 2. Elitsa Marinkova Customer Success Associate for Growth Your Presenters. #FalconEd Quentin Ober Social Media Consultant
  3. 3. Today’s Agenda. Introduction Social Media Fail Scenarios - Devil is in the details - Crisis from marketing campaign - Be aware of the context - Implement a social media governance system - Dedicate a team to social media Q&A #FalconEd
  4. 4. 4 Social Media Crises in 2018, an all-new game: ▪ Rise of fake news ▪ Crises spread faster and across borders ▪ Crises arise from employees ▪ Everyone is a critic ▪ #MeToo effect
  5. 5. “ An ounce of prevention is worth a pound of cure. – Benjamin Franklin 5
  6. 6. 7 DEVIL IS IN THE DETAILS
  7. 7. 8 Spelling mistakes
  8. 8. 9 Work on your geography
  9. 9. 10 Uneducated post by Delta
  10. 10. Learnings ▪ On social media, everyone is a critic and will make sure that your spelling mistake, a geographical error or any small detail doesn’t go unnoticed. #PrayingOurWebinarSlidesPass. ▪ Think twice about the possible audience your content could offend. 11 Tips ▪ Spellcheck and grammar check are your friends. ▪ Step away: go for a walk, read something else and return with a clear mind. ▪ Use a checklist of the most common mistakes. ▪ If it’s online, correct it ASAP and apologize. A crisis might be avoided if you’re honest.
  11. 11. 12 CRISIS ROOTED IN A MARKETING CAMPAIGN « 83% of crises stem from communications and marketing departments »
  12. 12. 13 Dove is mocked over controversial ad featuring bottles
  13. 13. 14 “Will the soap not ‘fit’ me if I choose the wrong one?”
  14. 14. 15 Not the first time #Boycottdove was front and center
  15. 15. Learnings ▪ Marketing campaigns can lead to important bad buzz on social media. ▪ Perception on social media is tricky, you only need one Tweet to draw bad attention to a cringeworthy detail. 16 Tips ▪ Monitor your campaign through social listening. ▪ Offline marketing campaigns should be reviewed and be “bad buzz” free. Share with your people, ask for feedback. ▪ Stay current on the latest news when you plan your campaigns. ▪ Establish an ethics committee (include external stakeholders, sociologists even, etc.).
  16. 16. Avoid ethical faux-pas 17
  17. 17. 18 BE AWARE OF THE CONTEXT
  18. 18. 19 Out of the blue, DiGiorno wrote: “#WhyIStayed You Had Pizza.”
  19. 19. 20 Twitter users went on the offensive, attacking the company for its complete lack of sensitivity
  20. 20. 21 Clearly tone deaf and wrong on so many levels.
  21. 21. Learnings ▪ Mind the context, you’re about to post in a complex and global universe. ▪ Check every hashtag you use; meanings can be ambiguous. 22Tips ▪ Use tools such has hashtagify.me to monitor your hashtags before jumping in. ▪ Never use a hashtag before conducting at least a simple Twitter quick search. ▪ Start your own conversations and develop your own hashtags to get customers talking.
  22. 22. 23 IMPLEMENT A SOCIAL MEDIA GOVERNANCE SYSTEM
  23. 23. 24 McDonald’s hacked
  24. 24. 25 Employee gone wild
  25. 25. Learnings ▪ Security matters. Be aware of the different people who log in to your account. Do you use your personal account? ▪ Set clear roles and approval flows to block inner-team trolls. 26 Tips ▪ Emphasize the importance of a robust social media approval process. ▪ Create professional social media accounts for you social media team. ▪ Use different browsers for different accounts (e.g. Firefox for corporate account & Safari for personal account). ▪ Log out of the corporate social media account when you are done.
  26. 26. 27 Governance and approval example
  27. 27. 28 DEDICATE A TEAM TO SOCIAL MEDIA
  28. 28. 29 Lack of empathy on social media
  29. 29. 30 A 24/7 customer service standard on social media
  30. 30. Learnings ▪ Customer relationships are now public relationships where crises can arise from a single customer service comment. Adapt your tone of voice accordingly. ▪ Taking care of your customers is the most efficient way to reduce the risk of a potential crisis. 31 Tips ▪ If you run a 24/7 service, match that with 24/7 customer care on social media. ▪ Use a social media management tool to make sure no customer is left behind. ▪ Implement a customer advocacy strategy to boost your customer service initiatives.
  31. 31. #FalconEd
  32. 32. Coming Soon: How to Perform a Social Media Audit Before 2019 December 20th #FalconEd
  33. 33. @falconIOfalcon.io welcome@falcon.io

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