Since you're close to wrapping up your social media experience with our Be More Social series, we wanted to leave you with 10 examples where social media failed. Since the companies below made some pretty terrible missteps that you can avoid, we're turning them into some valuable learning experiences. Let's dive in!
1. Avoid making light of national tragedies. CelebBoutique (an online retailer) saw that #Aurora was trending on July 20, and posted this less than sensitive tweet. According to the company, their PR department didn't read up on why #Aurora was trending. Always do your research! If you're using a hashtag that's trending, but you don't normally associate with (like the one below), make sure you're well aware of what conversation you're getting into.
2. We can't say it enough - always check if you're utilizing a trending hashtag. Entenmann's Bakery posted this tweet during the Casey Anthony trial. They're tweet was "innocent" enough, but the timing was downright terrible. (Note: At least they tweeted an apology quickly. If you find yourself in a similar situation, own it. Apologize publicly and quickly, it'll save face in the long run!)
3. Even international brands aren't immune from poor PR. Check out this ill-timed tweet from fashion brand Kenneth Cole. Whether it's home or abroad, it's generally in poor taste to latch on to a trending hashtag associated with war, violence and riots. Even if you think you're clients would get the joke, take the high road.