2012 Biggest Twitter Marketing Failure (Short Case Study)

Posted on Oct 18 2013 - 1:14am by Editorial Staff

Twitter

Social network marketing is hard to master- it can either build up your business or ruin your reputation. Here are the five worst mistakes and what you can learn from them:

  1. McDonald’s hash tag: When McDonald’s created the McD stories hash tag to inspire customers to share their favourite McDonald’s moments, they did not consider the bad experiences the customers might share along with the good. A hash tag should be used carefully because you cannot control what people say.
  2. Snickers paid Jordan to tweet about their brand name. She tweeted about topics she normally wouldn’t talk about, following it up with a message saying Snickers had made her feel more like herself. This led fans to believe her account had been hacked and the brand ended up getting the wrong publicity.
  3. Toyota created nine Twitter accounts to get the word out for the launch of the new Camry. They then spammed anyone with a Super Bowl related hash tag with messages about a Camry giveaway contest resulting in massive consumer backlash. The message here is that consumers prefer personalized messages than impersonal mass marketing.
  4. KitchenAid’s twitter feed on October 3rd consisted of insensitive comments about Barack Obama’s mention of grandmother during his presidential debate. This left a huge mess for the company to clean up after they let go of the person responsible. Your media manager should reflect the company’s image without bringing his own personal opinions into the picture.
  5. Retailers like Urban Outfitters during Hurricane Sandy offered a sale with the tweet- “the storm blows (but free shipping doesn’t)”. Others like GAP and Sears quickly caught up with the Sandy storm sale action. Outraged reactions to these inappropriate sales appear on Twitter even today, highlighting the fact that exploiting others’ suffering can result in serious backlash.

Photo Credit: Flickr/Pete Simon

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Editorial Staff

Editorial Staff at I2Mag is a team of subject experts led by Karan Chopra.