You may remember that we recently brought you 3 Twitter fails from companies who could have done with a little more social media training before they launched their campaigns! Well, we’re back with more blunders, this time from one of the most iconic social platforms: Facebook.
Walmart’s 2007 campaign is still remembered for one key reason – it removed the ‘social’ from social media. The supermarket realised that their page might attract negative comments as well as positive ones, so they limited their conversations to wall posts and neglected to offer a discussion board.
Lesson – The possibility of negative comments is always present, but limiting your customers’ access to free speech is not the way to address this issue. If your page receives a negative post, don’t ignore it – address their concerns and do your best to put the problem right.
Nestlé’s customers were allowed to make comments – but the responses the brand gave to their posts only created new troubles! Their representative made antagonistic comments to a community member (“thanks for the lesson in manners…but it’s our page, we set the rules”) giving a bad impression of the brand.
Lesson – Always treat your customers with the same courtesy you would give them in person! Hiding behind the screen is no excuse to patronise or disrespect them.
Mustard brand Grey Poupon tried to make their Facebook page appear desirable by turning it into a ‘private members club’, with admission as a fan by application only.
Lesson – No excuses, no exclusions. You should never cut out a portion of your audience.
If you want to get your brand on the path to social media success, rather than falling into any of these traps, check out NS Design’s social media masterclasses.