Kenneth Cole
Kenneth Cole, a fashion retailer based in New York, certainly was not considerate enough to think about what their action will cause when trying to take advantage of political spotlight. When Egypt became the center of the world’s attention as masses demonstrated and rioted for regime change, Kenneth Cole tweeted, “millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo -KC.” Many criticized the brand for making light of a serious situation and even called for the boycott of the company and its products.
Lesson #2: Don’t make light of a serious situation for cheap promotion
Think twice before posting something online. Think carefully about what it means to others and possible negative consequences it may result in.
Ketchum Inc.
An employee from Ketchum Inc., the PR agency working for FedEx, insensitively tweeted ““True confession but I’m in one of those towns where I scratch my head and say ‘I would die if I had to live here!’” upon his arrival in Memphis, Tennessee, headquarters and hometown of FedEx. Such negative tweets by the person who is supposed to represent FedEx surely angered his client FedEx, and the relationship between the agency and FedEx was strained.
Lesson #3: Every employee, partner and service provider represents your brand
Please keep in mind that anyone has access to your post even though you are posting on your private social media accounts. God knows who stalks your page! Staff should be reminded that they are representatives of a company.
As social media became an important tool in communicating information about companies, brands and products, many marketers have turned their attention from traditional marketing tactics to the use of social media as a part of their integrated marketing plans. Instead of pushing messages out to customers, Social media allows marketers to monitor, listen, and converse with customers to maximize their company’s online presence. However, when misused, social media can be detrimental to your brand, often resulting in irreversible consequences.