Many companies love to embrace social media as a marketing tool
but there can be some unintended consequences.
The examples below highlight unintended and unwanted negative
attention following the launch of a campaign on social media.
Mortein's Stephanie Scott
In an embarrassing social media misstep, Mortein was forced to
apologise following backlash in response to a comment and
caricature the company posted on its corporate Facebook page.
Mortein intended the post to be an expression of sympathy for
murdered teacher Stephanie Scott, however, the company was heavily
criticised for exploiting the public's reaction to the tragedy.
Below is a depiction of Mortein's post:
In an effort to capitalise on #putoutyourdress which allowed
people to show support for the victim, Mortein did their own
version with the product's long time mascot, Louie the fly. The
post attracted criticism from the public who viewed it as
inappropriate and blatant brand promotion. Mortein removed the post
and issued a public apology.
Qantas' failed Twitter feedback
Iconic Australian airline, Qantas, also received an unexpected
reaction a few years ago when they launched a Twitter campaign.
Designed to encourage people to tweet about their positive
experiences onboard Qantas flights, the campaign unfortunately
backfired when Qantas was inundated with tweets from disgruntled
passengers who had less than perfect in flight experiences.
At the end of the day, social media campaigns can be exciting
and innovative way to strengthen your brand. That said, it's
important to double check your messaging and the different ways it
can be interpreted so you get the result you want – after
all, it's your reputation on the line.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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