When you make a mistake, social media can be an unforgiving place. While engaging with your audience is crucial to growing a social media presence, accuracy is more important than a speedy response. In this webinar, we discussed what your content needs to go out looking like: - Clear roles, approval flows and an audit trail to boost clarity - Consistent brand messaging on social media to keep audience trust - Lessons learned from brands that got it all wrong

1. Lessons Learned from Cringeworthy
Social Media Fails
#FalconEd

2. Elitsa Marinkova
Customer Success Associate for Growth
Your Presenters.
#FalconEd
Quentin Ober
Social Media Consultant

3. Today’s Agenda.
Introduction
Social Media Fail Scenarios
- Devil is in the details
- Crisis from marketing campaign
- Be aware of the context
- Implement a social media governance system
- Dedicate a team to social media
Q&A
#FalconEd

4. 4
Social Media Crises
in 2018, an all-new
game:
▪ Rise of fake news
▪ Crises spread faster and across borders
▪ Crises arise from employees
▪ Everyone is a critic
▪ #MeToo effect

5. “
An ounce of prevention
is worth a pound of cure.
– Benjamin Franklin
5

7. 7
DEVIL IS IN THE DETAILS

8. 8
Spelling mistakes

9. 9
Work on your geography

10. 10
Uneducated
post by Delta

11. Learnings
▪ On social media, everyone is a critic and will make sure that your
spelling mistake, a geographical error or any small detail doesn’t go
unnoticed. #PrayingOurWebinarSlidesPass.
▪ Think twice about the possible audience your content could offend.
11
Tips
▪ Spellcheck and grammar check are your friends.
▪ Step away: go for a walk, read something else and return with a
clear mind.
▪ Use a checklist of the most common mistakes.
▪ If it’s online, correct it ASAP and apologize. A crisis might be avoided
if you’re honest.

12. 12
CRISIS ROOTED IN A
MARKETING CAMPAIGN
« 83% of crises stem from communications and marketing departments »

13. 13
Dove is mocked over controversial ad featuring bottles

14. 14
“Will the soap not ‘fit’ me if I choose the wrong one?”

15. 15
Not the first time #Boycottdove was front and center

16. Learnings
▪ Marketing campaigns can lead to important bad buzz on social
media.
▪ Perception on social media is tricky, you only need one Tweet to
draw bad attention to a cringeworthy detail.
16
Tips
▪ Monitor your campaign through social listening.
▪ Offline marketing campaigns should be reviewed and be “bad buzz”
free. Share with your people, ask for feedback.
▪ Stay current on the latest news when you plan your campaigns.
▪ Establish an ethics committee (include external stakeholders,
sociologists even, etc.).

17. Avoid ethical faux-pas
17

18. 18
BE AWARE OF THE
CONTEXT

19. 19
Out of the blue,
DiGiorno wrote:
“#WhyIStayed You
Had Pizza.”

20. 20
Twitter users went on the offensive, attacking the company for its complete lack
of sensitivity

21. 21
Clearly tone deaf
and wrong on so
many levels.

22. Learnings
▪ Mind the context, you’re about to post in a complex and global
universe.
▪ Check every hashtag you use; meanings can be ambiguous.
22Tips
▪ Use tools such has hashtagify.me to monitor your hashtags before
jumping in.
▪ Never use a hashtag before conducting at least a simple Twitter
quick search.
▪ Start your own conversations and develop your own hashtags to get
customers talking.

23. 23
IMPLEMENT A SOCIAL MEDIA
GOVERNANCE SYSTEM

24. 24
McDonald’s hacked

25. 25
Employee
gone wild

26. Learnings
▪ Security matters. Be aware of the different people who log in to your
account. Do you use your personal account?
▪ Set clear roles and approval flows to block inner-team trolls.
26
Tips
▪ Emphasize the importance of a robust social media approval
process.
▪ Create professional social media accounts for you social media
team.
▪ Use different browsers for different accounts (e.g. Firefox for
corporate account & Safari for personal account).
▪ Log out of the corporate social media account when you are done.

27. 27
Governance and approval example

28. 28
DEDICATE A TEAM
TO SOCIAL MEDIA

29. 29
Lack of empathy on social media

30. 30
A 24/7 customer service standard on social media

31. Learnings
▪ Customer relationships are now public relationships where crises
can arise from a single customer service comment. Adapt your tone
of voice accordingly.
▪ Taking care of your customers is the most efficient way to reduce
the risk of a potential crisis.
31
Tips
▪ If you run a 24/7 service, match that with 24/7 customer care on
social media.
▪ Use a social media management tool to make sure no customer is
left behind.
▪ Implement a customer advocacy strategy to boost your customer
service initiatives.

33. #FalconEd

34. Coming Soon:
How to Perform a Social Media
Audit Before 2019
December 20th
#FalconEd

35. @falconIOfalcon.io welcome@falcon.io