Asides

Social Media Blunders

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We are all human and we all make mistakes. As social media has become increasingly critical for businesses and as the popularity has risen over the past decade, it is not an absurd thought that once in awhile there would be social media blunders and tweets that probably shouldn’t have been posted. As brands fight to have the most compelling content that will maybe go viral and aid to some positive ROI, boundaries are pushed in order to stand out.

From my perspective, I believe that there are just a few things that you need to remember about social media blunders and how to recover from them. Everyone has their own list and some are very exhaustive, but I believe that at the end of the day, simplicity is key. Here are my thoughts and if you understand these three easy concepts, social media blunders can hopefully be prevented and/or recovered from with the most success as possible.

1) Mistakes happen. Recognize the mistake as soon as possible. Mistakes go viral much quicker than great marketing tactics. They spread like a wildfire that is just seeking to destroy the reputation of a brand. The tip is to notice that mistake before it goes everywhere because if you don’t respond quickly, it makes my second point a little harder to do.

2) Apologize. If you catch the mistake early, the way you recover from a social media blunder will definitely be taken into consideration and you will be able to dampen the fire a little bit. Wait a day or two to respond, and it will be too late. The key to apologizing is to do it sincerely, promptly, and take the necessary actions to prevent the mistake from happening again. Now, many companies like Home Depot with their recent social media blunder shown below, chose to apologize and then fired the person responsible as well as the agency which was a very drastic move. However, it showed the audience that mistakes happen, they apologized, and they went above and beyond to ensure that people don’t associate those behaviors and thoughts with the brand. Generally, it is best to terminate the person responsible and rally together as a company for some good ‘ol crisis management.

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3) Be Human. At the end of the day, mistakes happen and you apologize but through all of it, be human. Auto response and sending out a mass automated message to everyone individually (in order to attempt to “personalize” the message) just comes off as insincere and looks like you aren’t taking the time to truly respond to the matter without using your social media tools and programs. Sometimes all you need is a genuine message in layman terms showing that your brand is human. Of course, you have to stay professional, but don’t send a mass tweet to everyone “individually” or a direct message, don’t over do it. Social media blunders can definitely ruin a brand’s reputation and cause a wave of problems that time can only hope to fix. The key to an effective recovery and crisis management is sincerity and the only way to do that is by being human. 

Bottomline & the Lesson for Brands: Some things transcend your products or service. Effective crisis management procedures and plans are imperative for all brands on social platforms. 

What are your thoughts on social media blunders? What’s the worst one you’ve seen?

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#CBSSuperSocial Saturday- Lessons Learned

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Sports and social media are converging more and more every season. Networks such as CBS Sports Network and Fox Sports Network are capitalizing on increasing engagement with viewers through the use of social media. Sports networks have a great opportunity to maximize their engagement and viewership because of the nature of the passionate community of loyal fans that are more than ready to talk about their favorite teams. This past weekend as I was watching college football, I noticed the use of hashtags and social media mentions even more than usual.

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On Saturday, CBS Sports Network created a social media initiative entitled “Super Social Saturday” with the goal of encouraging fans watching at home or in the stadium to interact and engage with the team and network. The initiative incorporated fan tweets, pictures and interactions throughout the day from the games and studio programming. Viewers were encouraged to use the hashtag #CBSSuperSocial for all social activity related to the games.

Incorporating social media into the viewing experience increases and maintains interest in the games and network for the viewers throughout the day. What made this social media initiative stand out for me was that CBS was consistent and semi-obnoxious by constantly bringing up the hashtag throughout of all the programming. In order to get people to buy into using the hashtag and staying engaged, you have to consistently state what the handles are and which platforms to use, and CBS did this.

Another reason that this social initiative was successful was that CBS Sports Network’s game announcers and studio team interacted with fans all-day on Twitter in order to keep the conversations going. They answered questions on-air and provided commentary from the official handle, @CBSSportsNet. Another aspect that made CBS shine yesterday was empowering notable alumni and giving them the opportunity to take over the official Twitter account to answer questions and tweet during the games. This gave viewers and fans an incentive for following along all day- getting to tweet to alumni and receiving real-time answers to their questions. This was a great move by CBS because it provided value to all parties involved and increased the overall excitement and engagement with the games all day long.

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The integration between sports, TV programming, and social networks are only going to increase and become commonplace in order to obtain successful viewership. CBS did a great job of rallying fans behind Social Saturday and creating conversations around the content that they were already watching. It’s great to see sports networks using social media the right way and reaping the benefits from it every single weekend.

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