Social media can be a company’s best friend yet can turn into an unmerciful enemy within seconds. One of the easiest ways to offend the greater population is to publicly criticize your competitor in a Youtube video. Microsoft’s current social media strategy seems to be following this recipe for disaster quite nicely. The company released seven videos, including this one, last week following the launch of  Apple’s new iPhones.

The ads were quickly taken down by Microsoft following much criticism, leaving the question: Why, Microsoft, Why? This isn’t the first time that Microsoft has tried to take down its competitors with publically-made accusations of comparably weak products. Back in 2012, Microsoft’s Bing search engine released an aray of ad campaigns claiming that Google was “Scroogling” people due to a lack of accuracy in search results. This, too, resulted in backlash.

I hope it is becoming obvious that I disagree with Microsofts tactic of “putting down their competitors,” however, by scrutinizing Microsoft, I’m no better that the culprit itself! Therefore, I have decided to create a “Social Media for Dummies” guide, with my first installation being: “Bashing the Competitor!” I’ve outlined why this marketing technique proves to be inefficient and more damaging to your brand than your competitors’.

1. Insecurities: Whether it’s relationships or marketing, confidence is key. By bashing your competitor, not only do you tick off anyone who is loyal to that brand but you also demonstrate your lack of confidence in your own. The way I see it, if you need to put down your competitor to make me buy your product, it’s probably not that great! Whether or not this is true is up for debate but it certainly creates a feeling of desperation.

2. Tell me about YOUR brand: One common theme I have noticed in all of the comparative advertising I’ve seen, is that the emphasis is never on their OWN brand. We spend 30 seconds watching a youtube clip of them telling me about their competitors brand and why I shouldn’t buy it. A better technique is to create something buzz worthy that shines a positive light on your brand and helps identify key strengths.

3. Bad PR: Yes, there is such a thing as too far. When we were in kindergarten we were told that it is fine to play games with our friends but you can go too far. Yes, I am comparing one of the worlds leading electronics companies to a kindergarten student. Poking fun at the competitor can be funny, but to an extent. When it starts to become spiteful and out of good taste, this sheds a negative light on your own brand creating bad PR.

4. Eliminating Opportunity: In a world where companies so often merge or come to strategic agreements, the marketing tactic of bashing competitors can eliminate opportunities. If I were the CEO of an emerging company and had bids to either enter a business venture or to be bought out, I would go with the brand that is reputable because of their innovative and respected culture rather than one of negativity. Never burn bridges!

I hope I have provided insight into the world of comparative advertising and how damaging it can be to your brand. Let’s be real, there’s enough negativity in the world as it is, the last thing I want to do is create a negative brand image for my company! Cater to your strengths and improve on your weaknesses, but for goodness sake, don’t waste your money indirectly marketing your competitors brand!