1. #Fail: Social Media PR Disasters
OCG Lunch & Learn
@openchannelspr
#ocglunchnlearn
May 13, 2011

2. Includes content from presentation by Marla Erwin,
Interactive Art Director at Whole Foods
#smfail

3. “A long-term erosion
of trust among a
significant group of
customers or fans….

4. …due to the misuse or
the failure to use the
power of social media.”
- Marla Erwin

6. True Confessions
Lesson one:
You are not in a vacuum

11. “A hazard of social media
is that people will read
what you write.”

12. The Lesson:
You are not
in a vacuum

13. Laugh Riot
Lesson two:
Err on the side of caution

18. Kenneth Cole sparks online furor with joke tweet that
Egypt protests spurred by fashion frenzy
Oops: Kenneth Cole Kenneth Cole Under Fire
Apologizes for Egypt Tweet for Egypt Tweet
Kenneth Cole Blasted for Egypt Tweet

20. “Your error will be multiplied
in its impact by the trail of
online wreckage it creates…”

21. The Lesson:
Err on the side
of caution

22. #amazonfail
Lesson three:
Be vigilant, respond swiftly

23. “Amazon Rank”

25. “In consideration of our
entire customer base, we
exclude „adult‟ material from
appearing in some searches
and best seller lists.”

27. “That night, they
were not divided.”

28. 57,310

31. It was “a glitch”

35. FAIL
FAIL
FAIL
FAIL
FAIL
FAIL
FAIL

36. “This is an embarrassing and
ham-fisted cataloging error from
a company that prides itself on
offering a complete selection.”

38. The Lesson:
Be vigilant,
respond swiftly

39. United Breaks Guitars
Lesson four:
Update your tactics

44. 10,000,000

46. ?

47. “Fight social media fire
with social media water.”

48. The Lesson:
Update your
tactics

49. Re-United
Lesson five:
Context matters

55. The Lesson:
Context matters

56. Not-so-silent Bob
Lesson six:
If you apologize, mean it

62. The Lesson:
If you
apologize, mean
it

63. Motrin Moms
Lesson seven:
Mocking your customers = bad

68. The Lesson:
Mocking your
customers = bad

69. Flogging Across America
Lesson eight:
Be transparent

75. “We believe in honesty and
transparency at all times:
honesty of
relationship, opinion and
identity.”

76. The Lesson:
Be transparent

77. Janet Tweets For Exxon
Lesson nine:
- Manage your social media presence (or
someone will manage it for you)
- Have trusted staff in place

81. The Lesson:
-Manage your social media
presence (or someone may
manage it for you)
-Have trusted staff in place

82. The Cat Deserved It
Lesson ten:
Sometimes you are the problem

90. By trying to suppress
information, you can
actually increase its
exposure.

91. The Lesson:
Sometimes you
are the problem

92. The
Lessons

93. Think.
Be nimble.
Show respect.