infamous social #fails - what your business can learn from celebrity mistakes
DESCRIPTION
As growing numbers of companies jump into social media marketing, there are greater opportunities to make missteps. Preparation and, to a certain degree, common sense can prevent embarrassing errors from reaching the public.However, we must recognize that all of us are imperfect and we can’t possibly meet our own high standards 100% of the time. In the case of failure, prior planning will prevent our response to an error from multiplying and becoming larger than the original mistake.TRANSCRIPT
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Infamous Social Fails:What Your Business Can Learn from Celebrity MistakesMatt Keough, Senior Account ExecutiveRebecca Roebuck, Social Media ManagerNovember 9, 2011 | 3 pm to 4 pm Eastern
Live Tweet With Us!
@FathomOnline #SocialFails
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Established in 1997, 130+ employees and headquartered in Valley View, with an office in Columbus, Ohio.
We are a full-service digital marketing company that delivers measurable results that matter: leads that buy and profitable revenue. Our 300+ clients in B2B, B2C, healthcare, manufacturing, IT/software, education and e-commerce.
SEO, paid search, display, email, video, social media, online PR, link building
About Fathom
#SocialFails
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Matt Keough Senior Account Executive 14 years’ online marketing experience Beleaguered Browns fan Follow Matt on Twitter @mattkeough
Rebecca Roebuck Social Media Manager, Webbed Marketing Sociology major lead to interest in social media and online networks Been on Facebook since 2004 Follow Rebecca on Twitter @dcrebekah
About Your Presenters
#SocialFails
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How not to #FailWhat’s next when you do!
#SocialFails
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Self-centered Lack of Preparation Technology Enabled Lack of Vetting Lack of Engagement Alcohol “Hacked” Politics, Religion, 5th Amendment
Types of #Fail
#SocialFails
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More than 9,300 tweets More than 1,130,000 followers Following about 400 Flood of retweets about how awesome it must be to be The Situation Nearly 100% pure promotional messages
Self-centered #Fail
#SocialFails
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719,042 Followers Listed on 14,803 lists Follows 0
Self-centered #Fail
#SocialFails
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Klout Perks Special offers for only the worthy Scarcity appeal
Lack of Preparation #Fail
#SocialFails
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Technology makes us more efficient Technology allows us to be more
productive Technology allows us to screw up more
quickly
Technology Enabled #Fail
#SocialFails
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@CryslerAutos
“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f----ing drive”
“Except I didn’t say fudge” – A Christmas Story
Technology Enabled #Fail
#SocialFails
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Zac Brown Band Crossover / Country act Americana appeal
Chicken fry Cold beer on a Friday night A pair of jeans that fit just right
Labor Day promotion with Carharrt Zac Brown Band and Carharrt are taking back Labor Day! Join us in honoring
everyday heroes by learning about the people behind the scenes at ZBB and voting for your favorite story
Carharrt outsources production to Mexico and elsewhere Not well-received by Facebook fans
Lack of Vetting #Fail
#SocialFails
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Lack of Vetting #Fail
#SocialFails
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Browns hero Peyton Hillis Cover of Madden 11 Fan voting enhanced by social
media Engaged with fans
Birthday wishes Thanks for support Tweets about the weather
Lack of Engagement #Fail
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Series of injuries, illness, contract negotiations tarnished image No-show at kids charity Halloween Party Host of party takes to Twitter to call him out Fans want to defend, but wait for his reply…….
Lack of Engagement #Fail
#SocialFails
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Crickets chirping
Lack of Engagement #Fail
#SocialFails
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@RedCross Intern had access to account Intern went drinking Intern tweeted about #gettngslizzerd
Triple #Fail Intern Alcohol Technology
Alcohol #Fail
#SocialFails
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Photos tweeted “Hacked” explanation
CC Sabathia’s account tweeted that the Cardinals were better than the Yankees during the World Series
Hacked #Fail
#SocialFails
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Politics, Religion, 5Th Amendment #Fail
#SocialFails
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Honorable Mention #Fail
#SocialFails
Real Life #FAIL
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#Fail Prevention Program
Train the people who will access accounts Is the least experienced person in charge of your message?
Limit access to public-facing accounts Change passwords frequently
Read twice, post once Count to three before you press “send”
1:1 account management for key accounts You can’t send from wrong account if you can’t get to wrong account
Friends don’t let friends drink and tweet
#SocialFails
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#Fail Recovery Program
Know that your team is not above making a mistake Monitor reaction to mistake Don’t hide! Have a crisis communications plan Be as honest as the law allows
#SocialFails
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#SocialFails