As the year draws to a close and we reflect on the year that
was, we thought it would be timely to revisit our top three social
media incidents over the past 12 months and the lessons learnt from
each of these experiences.
Turn negative feedback into positive PR!
My personal favourite was Woolworth's response to a
disgruntled customer complaint over his "not-so-fresh"
avocados. The customer uploaded the following image on Facebook
attracting close to 35,000 likes and approximately 2,500
Woolworths' response (below) was quick, conversational and
Woolworths' social media team successfully diverted
customers' attention away from the damaged goods and instead
focussed on their prompt resolution to the incident. Applauding
their efforts, other online users responded to the post in favour
of Woolworths by way of uploading memes.
Lesson: Whilst negative social media posts have
the potential to damage your brand, incidents like the above offer
an opportunity to reconnect with your online following. In the
event of a social media crisis, it is important to construct a
response that is both appropriate to your audience and made in a
Why the customer is not always right on social
Gelato Messina's response to a customer service complaint on
social media was another personal favourite. While customers are
free to air their complaints on social media, companies don't
need to tolerate racist, sexist or discriminatory comments, or
personal attacks on their staff. Gelato Messina's response to a
racist and offensive review was as follows:
Well done Gelato Messina. It was refreshing to see an
organisation not only respect their staff but also defend their
Lesson: Be brave – the customer is not
always right. In some incidents, such as the above, an
inappropriate remark warrants an assertive response. However, be
careful, not to add fuel to the fire.
Fool me twice – shame on me!!!!
My favourite #socialmediafail this year goes to Donald Trump.
Who could forget Donald's embarrassing retweets of serial
killers Fred and Rose West. If that was not humiliating enough,
Donald repeated his mistake by retweeting an image of convicted
murderer, Jeffrey McDonald.
The twittersphere was filled with new tweets (such as the one
below) further humiliating Donald:
Lesson: When retweeting images do your
research, avoid uncertainty, consider the potential liability to
your business and most importantly, learn from your mistakes!!
As we head into the silly season, please keep these lessons in
mind to avoid your own personal #socialmediafail.
I wish you all the best for 2016 and look forward sharing many
more #socialmediafails and #socialmediawins next year.
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.
To print this article, all you need is to be registered on Mondaq.com.
Click to Login as an existing user or Register so you can print this article.
Differences in the expectations of suppliers and customers regarding the development of bespoke software, frequently lead to disputes regarding development timeframes, scope, cost, and intellectual property ownership.
Some comments from our readers… “The articles are extremely timely and highly applicable” “I often find critical information not available elsewhere” “As in-house counsel, Mondaq’s service is of great value”
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).