The conversational nature of Twitter makes it an ideal marketing tool – but even the big brands can get it wrong sometimes. Here are three of the biggest Twitter fails of recent times, and what you can learn from them:
Waitrose’s seemingly innocent hashtag #waitrosereasons invited customers to relay their reasons for shopping at the supermarket chain. The brand’s PR team clearly hadn’t predicted responses such as “because Tesco doesn’t stock unicorn food” and “because I hate poor people”.
Lesson – If your company is going to rely on user generated recommendations, you need to allow for the negative as well as the positive. Weigh up the pros and cons, and if it seems too risky, don’t do it!
UK fashion site Celeb Boutique gained fame for all the wrong reasons when they tweeted “#Aurora is trending, clearly about our Kim K inspired #Aurora dress” – on the day of the mass shooting in Aurora, Colorado.
Lesson – Keep up to date with current affairs, or you could end up posting a tweet that’s inappropriate or downright offensive, tarnishing your brand’s reputation in the process.
A promotion for Susan Boyle’s latest album launch went awry when her PR team came up with the truly hilarious hashtag #susanalbumparty.
Lesson –Always check your hashtags! Words that seem innocent separately can run together into something rather embarrassing.