For many brands, it is important to communicate your message in a very short time to large masses and to communicate with them by reaching their intended audience social media platforms, as well as very few fault tolerance areas for corporate brand pages.
Because every wrong step the markers make can be tougher to respond to, and moreover, every faulty or inappropriate sharing that the marketing team may misunderstand can lead to bad memories that will not come out of memory for months or even years with screenshots taken by users.
So come on, let's look at three situations where we can illustrate social media mistakes that are not made by big brands. I can see how big the crises have happened to even the brand-name married struggle.
Dove's "Real Beauty"
One of the giant brands of personal care products Dove, long-run, run-down Real Beauty (Real beauty), bringing sound on many platforms, including social media. In this context, the brand, which stands out with its efforts to commoditize the female body and to destroy the stereotyped body aesthetic, has set itself apart from its competitors.
But Dove, while trying to reflect this in his product bottles, did not comply with the house account. Dove, thinking of designing bottles of 6 different sizes, would buy bottles that women thought her body represents and would reconcile with their bodies, faced with a major problem despite all the good intentions. Women would take the bottle representing the body structure, or the bottle showing the body dimensions they wanted to have?
In this case, Dove's limited-edition specially designed bottles sold their dreams of a body for whom some women could not or would not have to compromise with the body. brand on social networks Real Beauty success, which he created in the recent past, has become quite confusing and inconsistent because of this situation which is not in the account.
First and foremost, this issue revealed how important it is for brands to move their social media accounts to the physical domain. Because inconsistency is one of the most influential factors that shake the trust that your brand wants to communicate.
US Department of Education Language Level
Huge US Department of EducationDo not you think that you will control your point to the comic before sharing every content? But that was not the case at all. Today, we have seen today that the ministry has signed astonishing writing mistakes in the tweet chain that it has shared in order to emphasize the importance of education.
The ministry explains that it is important not only to teach people how to work, but also to show how they will live at the same time, WEB DuBoisa citation belonging to a Twitter account from the official share. There is not a problem anymore. But; such a serious state institution, would not be the job to write the surname of WEB DuBois, the owner of the recipe, DeBois.
This may be a minor mistake for some of us. But in today's world, where the mistake is as important as the error itself, the ministry responsible for the education of a large country like the USA has made this writing error a naturally much more ironic situation than any brand's spelling mistake made in the social media.
As a matter of fact, many Twitter users did not miss this material and many comments were made about it. Although the Ministry corrected the error and rescheduled the content, the screen had already been taken from work because the images were already taken. On the benefits of education American society the big minister who wants to raise awareness has lost a great reputation in the social media because he did not assign someone to control the text before sharing.
So the lesson to be taken from here is; regardless of the field of activity, to ensure that the text of the content is checked before any share that will be made from the corporate or brand account. For example; if you have a company that provides legal support and you are going to share a data on the number of traffic accidents in your content, you should be sure that your statistic is correct. Because at a dizzying pace, information can be accessed at any moment in the world of a social media user who can check the numbers in more than one place and prove that you are giving the wrong information. You do not even want to think that you will live and believe in the loss of corporate reputation.
McDonald's Test with President
Probably few brands, as much as McDonald's American Dream and has been able to maintain its success at this point without inconsistency. That's precisely why the brand does not sit sitting on the current US Presidential chair twitter The harsh criticism he made over his account was shocking.
Though we do not know the thoughts of the US presidents, it is not clear that brands express their views in this regard. The cause is quite simple. It is clear that the political views that marketers will make will at least part of their customers.
In this example McDonald's like many brands experiencing similar crises "Twitter account hack'lendi" His attitude was attached and his share immediately swallowed. But again, the job was over and the only thing that is real is the damage done by the brand's social media reputation. Although the US President Donald Trump anti-McDonald's followers support this sharing and reTweet but also tweet, tweet chains, who made a call to brand boycott in the opposite viewers' followers.
Even if McDonald's account is hacked, people will think that such a big brand does not take the necessary precautions to secure their accounts. When we assume that the account is not hacked, we do not think that the content has to be checked before sharing, and it turns out that McDonald's is still in the class at this point.
Two Side Sharp Knife
Social media, when we are dealt with positively and negatively, Information eraEven if it is considered a great blessing, it may turn into a sharp blade, even in the slightest mistake. The large campaigns that have been made have a negative meaning in a misunderstanding or negligence viral effect create a giant snowball and you can crush your brand.
If you want to protect your organization or brand from possible social media failures, you should check your content across multiple channels before each share you will do. Remember that any share that will be open to debate polarizes the target mass. Your brand message as long as you can maintain your consistency, the head of the kitten you want to call will not interfere.
Better social media management and a positive social media reputation be on the lookout for a good strategy you should never neglect to watch your content before sharing it. If you do, you can be confident that you will not face bad surprises in your social media campaigns.
- He has graduated from Uludağ University International Relations Department in 2009 and Anadolu University Brand Communication Department in 2015. He has been working on marketing and advertising since 2013. He is a writer working with traditional and digital advertising agencies on national and global scale, working as a text writer on and above the line, while continuing his studies on Turkish Language and Literature at Anadolu University. It is known that the greatest passion is literature, closely following the festivals in the city. One day he dreams of going to Patagonia.