Committing mistake is normal behavior of human being but sometimes it can create trouble. See how social media agencies and brands met up with mistakes and try to learn from those.

1. Social Media Mistakes by
Agencies and Brands
Rishikesh Patil

2. Some of the mistakes done by
Social Media Agencies
 Lack of priorities
Agencies fail to handle two major
priorities
I. Meet with and sign new clients
ii. Handle client programs perfectly
many are doing so many other things
outside of these priorities.

3. Mistakes (Continued..)
 Communicating wrong voice
MOST social media agencies focus their voice
incorrectly on their peers and competitors, rather
than their prospects.
Here ,Voice means to messaging, content creation
(blog posts) and content strategy

4. Mistakes (Continued..)
 Building wrong audiences
No active community building and
targeting wrong people just to get
Likes and followers.
Connecting with real target market and
building relationship with them is a
key.

5. Mistakes (Continued..)
 Wrong Focus
Management of their own accounts is
not focusing where their audience is
and building communities and
spending time on networks that will
never return results.
Wasting time on platforms which are
less effective is of no use.

6. Mistakes (Continued..)
 Improper Website Management
Displaying price and packages on
website is one of the biggest mistakes.
Someone will always look for cheaper .
Always sell value and not the price.

7. Mistakes (Continued..)
 Talking about themselves more
than 20% of time
Continuously hammering your services
to audiences leads to over promotion.
It should be more of informative and
drive engagement to create positive
perception towards value of agency.

8. Case Studies
1. Violation of Copyright and stretching
an issue by Nestle
 „Greenpeace‟ accuses Nestle of supporting deforestation
and threatening the Orangutan monkeys with extinction.
 „Greenpeace‟ created a video communicating wrong message
about Nestle. This is again a wrong move by Greenpeace as
it is violating trademark rights of Nestle
 Nestle removed that video which angered Greenpeace and
they started negative comments aggressively on Nestle FB
page

9.  Nestle removed those comments from their FB page. This again
angered Greenpeace which results in more and more negative
comments on Nestle FB page
 Nestle continued to remove comments and proudly announced
their intention to use only sustainable Palm Oil by…(wait for it)
2015! Just 5 short years from now.
 This topic has become trending topic of discussion all over. Lack
of transparency and apparent unconcern was translated into
disdain and unfeeling by the Greenpeace movement. Nestlé‟s
silence spoke volumes.
 Nestle later tried to maintain reputation by a traditional slow
speed counter movement making several environmental
statements and announcing initiatives. But time has already
gone for them
Refer (http://www.1goodreason.com/blog/blog/2010/05/19/nestles-
social-media-meltdown-case-study_)

10. 2. A Social Media Attack Can
Arise When Least Expected -
StarBucks
 Issue arises when Starbuck tweets to
Argentina customers, apologizing for a
temporary supply shortage, and therefore the
temporary use of non-branded cups and
sleeves – made in Argentina.
 Unfortunately the comment was not well
received by their Argentinian customers and
fans. Instead its taken as insult to their nation.
 why should Starbucks be apologizing for using
Argentinian-made supplies? As
#pedimosdisculpas (#weapologize) trended on
Twitter, people were expressing sarcasm with
tweets wondering when Starbucks “will start
apologizing for hiring local staff that speak
Spanish”.
 Though intention of Starbuck is honest still
how people take it is all that matters for a
brand

11. 3. KFC‟s Kentucky Fried Liver
Fiasco
 Ibrahim Langoo, a 19 year old UK-
based scholar, recently found brain-
like substance in his KFC chicken,
the image he took and posted online
soon went viral, leaving KFC in a
social media storm.
 The issue became viral via Social
media and blogging too where other
side KFC remained neutral by not
taking action for stopping crisis.
 World was blaming chain‟s lack of
compassion, extremely low-food-
quality and lack of regard to wards
food safety, KFC continued its
regular posts and tweets as if
nothing has happened.
 Stopping crisis at right time with
right strategy is crucial.

12. 4. Timeless crisis communication
strategies – Dominos Pizza
 Two employees of Dominos in their
Conover N.C. franchise uploaded a
video to YouTube of themselves
doing disgusting things to a
sandwich before it went out on
delivery.
 The video instantly went viral and
Dominos Pizza was instantly
launched into a full social media
crisis unlike anything they could
have ever imagined.
 Dominos respond quickly with their
loyal customer community and
avoided more danger outcomes

13. 5. One‟s crisis is another brand‟s
salvation – Lassonde Oasis
 Lassonde sued a small Quebec-
based soap company for using the
word “Oasis” as their product line‟s
brand name, Olivia’s Oasis.
 It cause so much trouble to owner of
soap company to face legal
challenges in terms of money and
time.
 Suddenly an avalanche of support
towards the cosmetics brand took
shape in the form of scrutinizing
tweets and comments on
Lassonde‟s social media platforms.
 By the end of the weekend over 900
comments had been posted to
Lassonde‟s Facebook wall and the
Twitter-sphere had exploded with
attacks for the brand‟s unruly