How smart can your business be on social media? With the up-and-coming significance of content driven campaigns, innovation and incorporated strategies, many brands are exploring the potential that social media has to offer. Let us also add that various brands are now mounting their digital media budgets and making social media an integral part of their business. The industry is wisely stepping up to technology and skill to woo the consumer, albeit slowly.
During the advent of various social media platforms like Facebook, Twitter and YouTube, marketers used to try various techniques with many hits and misses. However, with more and more people getting active in these platforms, there is very little room for error. If we haven’t figured a smart social media plan we can land up to great trouble .
Let’s discuss some of examples of failed social media campaigns in India.
Ad-vani’s Political Campaign :
Indian politician Lalchand Kishan Advani, tried to position himself in lines of Obama as a ‘change agent’. He spent an average of Rs. 250 crores for his genuinely pathetic ad campaigns. He literally targeted all the Indian sites with his aggressive Adwords. Perhaps, while promoting himself insanely he forgot that ‘Advani is not a new product on the market’ which needs crazy branding!
Instead of connecting to the people online in a non-intrusive manner or mobilizing the bloggers to write about him, he preferred spamming the sites of the whole wide India. His blog also didn’t seem to appeal to the audience much and he failed both in the elections, and on social media.
One of the famous Indian blogger writes about Advani’s campaign as follows:
“We saw Advani becoming Ad -Vani with his aggressive adwords campaign targeting every indian site. At one point there were only his ads on every site we browsed. The first and foremost reason it failed – We hate Ads.”
#AgarMaKaDudhPiaHaiTo by Fortis Healthcare
We should probably avoid a ‘1980s villainous dialogue’ in a hashtag when you’re celebrating breast feeding week. Well, water under the bridge. But you wouldn’t mess it up further like Fortis did. #AgarMaKaDudhPiaHaiTo tag by Fortis invited one liners for a contest. As it spawned negative reactions, they came up with a lame apology that their account was hacked. Serious dearth of reputation management!
Vibrator by Volkswagen
When Volkswagen India’s print campaign which had a small vibrator box pasted to their print ad received widespread criticism, they made matters worse in Twitter. When people started tweeting in absolute mockery, portraying the ‘vibrator’ campaign to be a women’s favorite, the company lashed out in a tweet that “women would be dumb to call it a vibrator. Or maybe they do not understand real driving experience. #PunIntended #Volkswagen #Creative”. The company was forced to take down the offensive tweet and apologize
‘Like’ a tweet? – INOX
Character limitations in Twitter tend to create typos. But, does it create things that don’t belong to this micro-blogging platform? INOX, in one of its tweet promotions asked the followers to like a tweet. If your social media manager mixes up Facebook with Twitter, you should be looking for a new guy.
Plagiarism! – Jabong via Flipkart, GoIbibo via Makemytrip
You wouldn’t want to plagiarize even if you have a serious lack of content writers. However, it was totally uncalled for when the e-com giant Jabong created a job listing in LinkedIn that said “wanted a Brand Head to drive awareness for the Flipkart brand”. GoIbibo had a bad day when Makemytrip uncovered a tweet that Goibibo copied from them.