December 24, 2013
In 2013, social media continued its dominance among brands. With so many companies jumping on board, social snafus are inevitable. Let’s take a look at some of the biggest Twitter blunders of 2013 and how to avoid them in the New Year.
In 2013, social media continued its dominance among brands. According to Search Engine Journal, 93 percent of marketers are now using social media for business, and the top three networks – Facebook, Twitter and Google+ – grew by more than 20 percent in the last year.
Twitter experienced the highest level of growth among the top channels, growing 44 percent from June 2012 to March 2013. Marketers are taking note: 34 percent have now used Twitter to successfully generate leads. (Source: SearchEngineJournal.com “The Growth of Social Media” November 15, 2013)
With so many companies jumping on board, social snafus are inevitable. Let’s take a look at some of the biggest Twitter blunders of 2013 and how to avoid them in the New Year.
When crafting a campaign hashtag, brands must tread carefully. Even the most carefully considered hashtag can take on a life of its own – including one the brand does not intend. From McDonald’s #McDStories hijack in early 2012 to JP Morgan’s more recent issues with #AskJPM, hijacked hashtags have become a trend in and of themselves. Here’s a good list of examples from 2013.
Trending Topics – Sometimes It’s Better to Stay Away
It can be valuable for brands to comment on what’s currently trending. It appears like an easy way to insert themselves into the conversation online. But it’s not always that simple. Ask yourself, is it really appropriate for your brand jump in and take part?
Among other companies, AT&T learned this year that trying to work your brand into a trending conversation can sometimes lead to serious backlash. The brand featured a Smartphone they sell as part of a 9/11 memorial tweet. Let’s just say it was not well received by the public.
Be Careful, Social Media Managers: You are the Brand
Being a social media manager isn’t as easy as it looks (not that it always looks easy!). In addition to fully embracing the brand’s voice, the role comes with more serious responsibility—and liability—than some think. Two big issues to watch out for are ensuring you are on-message for the brand’s customers and keeping personal and professional accounts carefully separated. You don’t want to make the same mistake Brown University made with an incorrectly linked personal account or as T-Mobile did when its Twitter engagement appeared off-brand and unprofessional earlier this year.
What other big social lessons hit home in 2013? Tell us in the comments!
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