Social Media Marketing Mishaps
Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in damages in 2010. The top three social media incidents an organization faced during the previous year included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation. Due to the viral nature of the internet, a mistake by a single employee has in some cases shown to result in devastating consequences for organizations.
An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in 2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at ". This reference to the 2011 Egyptian Revolution drew objection from the public; it was widely objected to on the Internet. Kenneth Cole realized his mistake shortly after and responded with a statement apologizing for the tweet.
Numerous additional online marketing mishap examples exist. Examples include a YouTube video of a Domino's Pizza employee doing unspeakable things to pizza ingredients, which went viral on the internet. A Twitter hashtag posted by McDonald's in 2012 attracting attention due to numerous complaints and negative events customers experienced at the chain store; and a 2011 tweet posted by a Chrysler Group employee that no one in Detroit knows how to drive. When the Link REIT opened a Facebook page to recommend old-style restaurants, the page was flooded by furious comments criticising the REIT for having forced a lot of restaurants and stores to shut down; it had to terminate its campaign early amid further deterioration of its corporate image.
Famous quotes containing the words mishaps, social and/or media:
“A great number of the disappointments and mishaps of the troubled world are the direct result of literature and the allied arts. It is our belief that no human being who devotes his life and energy to the manufacture of fantasies can be anything but fundamentally inadequate”
—Christopher Hampton (b. 1946)
“English literature is a kind of training in social ethics.... English trains you to handle a body of information in a way that is conducive to action.”
—Marilyn Butler (b. 1937)
“The media transforms the great silence of things into its opposite. Formerly constituting a secret, the real now talks constantly. News reports, information, statistics, and surveys are everywhere.”
—Michel de Certeau (19251986)