We wrote The Little Book of Social Media to give business owners and marketers real, easy-to-follow tips that will help them provide a great social media experience for their customers. When we were putting together the data for the book, it was disturbing to see in aggregate how many times social media is seriously misused by companies large and small. It seems like every day another company is in the news for a social media-related PR nightmare.
Last week, it was Home Depot and Kellogg’s, two big brands who certainly have the resources to support plenty of great social media content. (It just goes to show you that money does not equal quality.)
In Home Depot’s case, someone (they cited an “agency and Home Depot individual”) tweeted a racist tweet. It was subsequently removed and the agency and employee were both fired, but not before earning Home Depot a lot of unwanted publicity.
In the case of Kellogg’s, the UK branch of the breakfast food company tweeted “1 RT=1 breakfast for a vulnerable child”—an offensive retweet request that seemed to use hungry children as a marketing promotion. The company later clarified that they fund school breakfast programs.
There are so many easy ways to prevent this type of mistake and avoid the possibility of alienating the people who follow you. Don’t let it happen to your company! Check out my previous post, 10 Ways to Protect Your Reputation on Social Media. Read The Little Book of Social Media (available on Kindle too) for 60+ social media tips, including many pointers on how to manage your company’s reputation and what to do–and not do–when interacting with customers on social media.