When it comes to social media campaigns for your B2B organization, taking the time to review what you are trying to say, who your target audience is and how the message that you are trying to convey will be received is critically important to ensure that you won’t receive backlash from the “Twitterverse” about the message that you are trying to share. While you may think that your social media campaigns might not have the potential to damage the credibility of your brand, an ill-advised tweet or post may cause serious damage to your business. If you haven’t reviewed your internal social media policies to ensure that you are following best practices for social media, this is a great time to consider hiring a B2B Public Relations agency to help your business manage your social media presence.
In reviewing social media campaigns for businesses of all sizes in 2016, there were a number of social media mistakes that should be used as reminders of the importance of managing your social media presence at all times. Some of the most recognizable flops included:
While a seemingly innocuous tweet wishing a Happy New Year might not seem to be a major issue, a tweet from early in 2016 from Coca-Cola on a Russian social media site that excluded annexed areas of Crimea created a major problem for the soft drink company. A follow up tweet that included an updated map caused further issues for the company, which led to a boycott campaign and additional geo-political issues.
The death of Carrie Fisher in December of 2016 led to an outpouring of sentiment for the actress and author from around the world. A number of tributes to Carrie Fisher’s legacy were prevalent throughout social media, but a tweet from Cinnabon that included a reference to their products using her iconic hairstyle from Star Wars led to a huge backlash on social media. Not only was the tone of the tweet out of place with Fisher’s own opinion of the hairstyle, but the fact that the tweet was viewed as a way to capitalize on the publicity surrounding her passing led to serious repercussions for the brand.
Common Sense and nothing ever goes away online
Before September of 2016, a mattress company called Miracle Mattress was likely not well known outside of their own markets. However, a promotional Facebook video that was posted by the company has made them well known in a way that no company would likely want to be known. The store manager of the San Antonio location created a Facebook video for a Twin Towers mattress sale on the 15th anniversary of the September 11th attacks that has been labeled as the most offensive commercial of all time by the Huffington Post and which led to store boycotts, public apologies from the CEO and a reposting to YouTube that has been viewed millions of time. Using common sense on social media and understanding that social media posts can live online forever should be considered before ever creating and placing social media posts online.
Utilizing the power of social media can be extremely helpful in cultivating your business online, but the management of your social media presence should be handled by those who are aware of the power that social media can have for your business. To learn more about how Ripley PR can help you create, manage and deploy social media campaigns for your business, contact our team today.