Her Voice Blog

    Social Media Marketing Fail

    Friday, Apr 19, 2013 Chris Martin

    Social media has given our voices a 24-hour, multinational broadcasting signal. As a result, those regrettable conversations you used to have in face-to-face settings can now turn into front-page headlines.

    Sometimes these gaffes are funny, such as when a staffer for a U.S. Congressman tweeted “Me likey Broke Girls” on the Congressman’s Twitter account. Other times, though, the mishap is much less innocuous. A tragedy or serious news event is not something brands should be using as a selling tool, but we’ve seen them ignore this sage advice time and time again.

    We’ve seen it in Kenneth Cole’s infamous Arab Spring tweet, and earlier this year, Australian online retailer, Sellitonline, posted that it would donate to wild fire victims based on how many Facebook likes it received.

    Now, Epicurious is in hot water for a couple of tweets it published this week in relation to the recent Boston Marathon bombing tragedy. It received instant backlash and has had to resort to an aggressive apology campaign on Twitter.

    It shouldn’t have to be said, but brands need to leave these sort of catastrophic events alone. This is not an appropriate way to promote a brand. Messages of condolences are fine. Charitable donations are acceptable as well, as long as the donation is straightforward and not made into a contest like Sellitonline attempted to do.

    At the end of the day, Epicurious did much more harm to its image that greatly outweighs any potential sales those tweets could have generated.

    Chris Martin, Her Views, social media marketing, Marketing to Women, Boston

    The Year That Was: Social Media in 2012

    Thursday, Jan 3, 2013 Heather Ripley

    Knoxville, Instagram, Pinterest, tennessee, Gap, social media marketing, Facebook, Kony 2012, McDonald's, Barack Obama, Marketing to Women, Nashville, twitter, Social Media, Atlanta, georgia

    Her Voice

    The Fletcher Blog

    This is Her Voice, the Fletcher blog. Here you can find posts about marketing, public relations, recent news and other marketing-related topics. Our blog is written to help inform, advise and analyze.

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