For any brand, it’s a time of crisis and of extreme pressure
when things go wrong on social media. A mistimed tweet, or a rogue employee
with the wrong passwords can be extremely damaging to the image of a company.
However, to the outsider, they can be considered fairly entertaining. In fact,
some of the ones I have researched left me feeling embarrassed for the company,
so I feel sorry for the manager of these accounts.
Anyway, some of my favourite “face palm” moments on social
are below
10) To start us off, good old McDonalds. Back at the start
of 2012, McDonalds wanted their customers to share their “real” #mcdstories.
After all, who doesn’t enjoy a Big Mac? Well, quite a few people it turns out.
The hashtag was inundated with tweets about bad quality food, and just overall
horrific experiences. Now, as we all know, people can be quick to jump on the
Twitter bandwagon, and despite pulling the promoted hashtag within two hours,
it continued to trend across the world. But at least their social media manager
identified that it “didn’t go as planned.”
9) It seems that Hurricane Sandy was the perfect opportunity
for clothing retailers to push forward their marketing on Twitter. Wait, what?
Yep, you heard. Both American Apparel and The Gap decided to plug their
companies on Twitter in response to a powerful natural disaster. American
Apparel decided very kindly to offer 20% off to anyone in the states affected
by the storm. The logic behind that astounds me. Makes me suggest their social
media staff attend the meetings of another organisation called AA. Meanwhile,
The Gap suggested people make the most of their downtime during the storm to
shop on their website. Oh dear, oh dear, oh dear.
8) Remember the horsemeat scandal? The social media team at
Tesco probably do. Not only was their Twitter probably plastered with tweets
from angry customers, they also neglected to unschedule a tweet using the phrase “hit the hay.” I can
imagine it probably didn’t put off the neigh-sayers.
7) This one isn’t from a brand, but it still made me
chuckle. In fact, it happened this week! A 14 year old Dutch girl decided, for
some absurd reason, decided to tweet to American Airlines that she was a member
of Al-Qaeda, and was planning “something really big.” Far from enjoying the
joke, American Airlines responded by telling the tweeter that they were giving
her IP address to the FBI. She has since been arrested by Dutch police, despite
several tweets protesting her innocence and that it was “her friend.” Ahh, to be
young and make terrorist threats again. Those were the days.
6) Sticking with the airways theme, US Airways “landed”
(excuse the pun) themselves in hot water with a rather…interesting reaction to
a customer complaint. They initially sent a standard response to the customer.
But when the customer continued to express her dissatisfaction with her
experience, they, or someone who had access to their account, tweeted a rather
unpleasant picture of a woman with a plane that appeared to be a little lost.
5) This is a real facepalmer, and one that the company is
still recovering from. On 20th July 2012, at a midnight screening of
the latest Batman movie, a shooter opened fire on the audience at a cinema in Aurora, Colorado.
As one could expect, #Aurora
became a trending topic on Twitter. However, the social media genius’ at
CelebBoutique didn’t think to check why it was trending before posting a
promotional tweet, saying that it must be caused by their latest dress. I don’t
even need to make a witty comment about it.
4) JP Morgan, everyone’s favourite bankers, decided to open
themselves up to their loyal and loving customer base with a Twitter Q&A
session with its Vice Chairman. In some crazy world they must have thought
bankers were the most loved people in the world. But he was soon brought back
to Earth was a rather severe bump as he received countless abusive and probing
questions about his salary and bonus, before
the session even went live. It was hastily cancelled after they realised,
49 years after The Beatles, that money can’t buy you love.
3) Weeeeeee…had better not make light of a plane crash.
London Luton airport become the latest in a line of airways social media
bloopers that appears to be growing longer than the queues at an airport
terminal. In March 2013, they decided it would be a brilliant idea to post a
picture of a minor plane crash when a plane skidded off the runway, causing the
death of a 6 year old boy. Still, at least they didn’t make a joke out of it.
Oh, oops…
2) The runner up is Epicurious, who decided that a human
tragedy is the perfect opportunity to sell their breakfast foods. Claiming that
their suggestion of whole grain cranberry scones were “in honour” of the
victims was naturally met with outrage from the public. After all, who wants
whole grain?
1) Mutiny on the ship! Ahh, my favourite social media mess
comes from my beloved HMV. Like a modern re-enactment from a scene from Pirates
of the Caribbean, swashbuckling employees who
were set to lose their jobs decided not to bow out from their roles with grace
and dignity, but to hijack the company’s Twitter profile and air the
grievances. No sooner could a tweet be deleted, than another would appear,
causing a rather big sweat.
So that’s it. Ten of my favourite monumental cock ups from
the brief history of social media. Ten gloriously cringeworthy tales of dignity
disappeared, brands broken, and inappropriate images.
I want to hear about any other social media cock ups you
have seen. Let me know in the comments section below!
