Often big successful brands that have done phenomenally on conventional media apply the same principles to social media- only to set themselves up for failure. It’s important to remember its not about clicks and likes and re tweets but driving actual earned engagement among users .
Through this post we will go over some brands that were successful in conventional media but did not quite make the transition from one sideof the funnel to the other.
#1: Mac Donald’s stories campaign :
McDonald’s Twitter campaign failed miserably when its #McDStories hashtag got hijacked.
McDonald’s learned that social media campaigns can’t be controlled in the same way as conventional marketing. The users are collectively much more powerful than a single user that is the company.
Mac Donalds shared their #McDStories hash tag which was put out there along with its #MeetTheFarmers hashtag, McDonald’s intended to promote the quality of its suppliers.
However people used the hashtag to post the entirely wrong types of stories than McDonald’s wanted. “Hospitalized for eating Mc Donalds food in 1989 , became vegetarian – should have sued” those are not the tweets that McDonalds wanted.
#2: Jenny Craig sponsored a controversial radio host and got punished for it-
Jenny Craig invited severe backlash from consumers on social media platforms after sponsoring Kyle Sandilands’ radio show — a host who became infamous for making sexist comments.
The recovery nudge move should have been an apology and withdrawal yet the brand tried to defend itself on Twitter. This made the people even more mad at the brand and soon the hashtag #jennycraig was viral with only negative sentiment tweets about the company.
#3: Kenneth Cole got into a huge PR crisis with only one insensitive tweet with the #Cairo hashtag
Kenneth Cole’s Twitter mishap came unknowingly from the designer himself. He tweeted an insensitive joke about the revolution in Egypt with the #Cairo hashtag (which was trending at the point in time).
People did not take to it very kindly, and the Twitter platform spent the rest of the day battering on Cole and his designer brand.
Kenneth Cole later deleted his tweet and an apology followed. Humor can be a great tool for marketers to connect with their audience, but when a joke is inappropriate, it’s easy to get punished.
#4:Chrysler accidentally tweeted out foul language to thousands of followers:
The media agency running Chrysler’s official Twitter account made a big mistake when they tweeted out foul language in a driving rant to its followers.
The person who posted the tweet worked for Chrysler’s agency, New Media Strategies, and was promptly fired. Chrysler apologized later for the inappropriate tweet.
Later, Chrysler announced that it would not be renewing the contract for its present media agency.
#5: Urban Outfitters’ slow response to control damage on Twitter
Amber Karnes tweeted a blog post accusing Urban Outfitters of plagiarising designs from artists without credit.The brand’s response was handled terribly.
The brand only tweeted a non committal – “Hey guys, we see your tweets regarding the I Heart Destination necklace. Please know that our accessories buying team is looking into this.” Users went irate and punished Urban outfitters only hours after the initial tweet, the brand had lost 17,000 followers and both hashtags #urbanoutfitters and #thieves were now trending.