#fail: social media pr disasters
DESCRIPTION
What better way to learn than from the mistakes of others? Founder of the Social Media Club of Fort Worth (SMCFW) Stephanie Scott and Club Vice President Corey Lark shared this presentation with the PRSA Greater-Fort Worth chapter on June 8, 2011 about some of the world’s most infamous social media gaffes and what we can learn from them. The presentation includes social media faux pas of major corporations like United Airlines, Chipotle and Kenneth Cole and how to protect yourself from the same errors.TRANSCRIPT
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
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“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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@smcfortworth / #SMCFW
Facebook.com/smcfw
www.smcfw.org
@openchannelspr / @coreylark
Facebook.com/openchannelsgroup
www.openchannelsgroup.com
@balcomagency / @schtebnay
Facebook.com/balcomagency
www.balcomagency.com