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Social fails – the bad and the very very bad

We all know engagement is key to getting the most out of your social community.
 
But there’s a line that once crossed can give you more exposure than you’d bargained for (just ask Taylor Swift).
 
Here are some real-life social lessons.

Has the hashtag been used before?

The Australian Marketing Institute decided to promote its 2016 awards night with the Twitter hashtag #AMI, which made complete sense on the face of it.
 
Turns out the hashtag is also popular amongst Japanese Twitter users.
 
Those following the awards on Twitter were treated to images and videos of cats, singers and dancers in their Twitter feeds, in addition to winner announcements and photos. Awkward.
 
Lesson: while a relatively harmless example, it pays to check whether a hashtag is already in use.

Don’t let your brand get hijacked

McDonalds in New Zealand decided to throw it to the internet with its ‘Make Burger History’ campaign by inviting users to create their own burger.
 
Things started off OK but inevitably turned sour with some truly obscene and offensive suggestions.
 
Lesson: as we’ve said before, pre-moderation is vital. 

Timing is everything

On the day Alan Joyce grounded the Qantas fleet over a dispute with unions, the marketing team launched the #QantasLuxury Twitter campaign “What’s your dream luxury inflight experience?".
 
Suggestions included “Planes that arrive intact and on time because they’re staffed and maintained by properly paid, Australia-based personnel” and “Getting a pilot, a plane, engineers and baggage handlers.”
 
But the nail in the campaign’s coffin was a YouTube parody showing Alan Joyce having a Hitler-style meltdown.
 
The video got an impressive 50,000+ views in a week.

Lesson:  ensure the right hand knows what the left hand is doing.

The takeout : Never underestimate the power of social!

ABOUT THE AUTHOR
David Kelly is the founder of KHQ Approved, which offers fixed fee solutions across a range of areas (including marketing law and contract review).  Peace of mind from an experienced team for a reasonable price.

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