Anatomy of a Social Media Fail…and Lessons Learned | Auto Remarketing Auto Remarketing

“Mistakes are often the stepping stones to utter failure.” ~Proverb

Why, oh why, do businesses take to the airwaves without a plan or careful consideration of the consequences with the content they promote? With all that’s happening in the world, there are a lot of strong opinions online. Your business (and your marketing team) must put strategy over tactics. They must practice restraint and consider the actions they take in this world of right-now journalism which gives everyone a microphone. Every business wants to avoid the Social Media Fail but not everyone understands how to avoid it, or what to do if it happens to you!

The long-tail of the Internet

I was recently in a planning meeting for online reputation training and we discussed the ramifications of a single customer experience failure in 2001 entitled “Yours is a very bad hotel.” A hotel customer spent time and thought to create a powerpoint presentation specifically meant for the hotel’s owner or general manager. This customer outlined the details of their experience hoping to attract attention and bring about change.

Whether your business makes a mistake in a real-time customer experience or you publish content that contradicts your brand’s core message, perceptions and stories last forever. Don’t make the mistake of thinking it will just go away.

The Social Media Fail That Didn’t Have to Happen

The brand at the center of controversy here is a woman-owned, women-centric company that strives to help women auto buyers navigate their way through the minefield that can envelop them during the car buying process. I know the owner of this business and her intent is purely authentic; it comes from a good heart and intention to be helpful.

The above image is a re-tweet of the “quote” that someone in her company deemed appropriate for the brand. The user asked, “COSBY?” Indeed! Others caught it and went on the attack:

“Jesus Christ! This site’s run by men, has to be.”
“I just… no words.”
“1950s advice, for the modern woman driver?”
“Car advice for the helpless little lady?”
“Have to get my husband to read this to me”

You can see the entire thread here

This is a devastating Social Media Fail that didn’t have to happen. My goal for this commentary is to help this brand and others (you?) understand that you must pay attention to and have a solid strategy for the content that’s publish in your name.

You’ll notice in the thread that the business tries to pull in other credible users to “vouch” for them. Social Media just doesn’t work that way.

“A brand is no longer what we tell customers it is. It’s what customers tell each other it is.”

This brand’s core message is: “We help women have more empowering experiences.”

Their content says otherwise. It’s clear by publishing this quote from a controversial figure and contentious situation that their message is not reliable or trustworthy.

How Can a Brand Fix This?

First and foremost, come clean. Explain how the mistake happened. Give details and apologize to all who were harmed. Take total responsibility.

In many cases, your humble stance will satisfy those who’ve targeted you. Everyone makes mistakes and most everyone accepts it.

Steps to move forward with your content marketing:

For goodness sake, get some assistance with Social Media. Develop a quality content strategy and marketing plan. See to it that nothing ever gets published without your consent and a qualified Social Media marketing person to review it.
Implement a marketing plan that sends the right message…always. So many businesses take to the online environment thinking they can succeed; some do, many don’t. If you’re unsure, get advice. The investment you incur is well worth it given the consequences.
Before you post anything (even if you don’t have assistance) ask yourself:

Is it true?
Is it helpful?
Is it inspiring?
Is it necessary?
Is it kind?

These days, many businesses are utilizing their staff to create and publish content on Social Media and all other online mediums. Please, take a moment and truly consider the consequences of someone’s ability (and in this case, even your own) to judge what’s right and what not right for your target audience.

Content should inspire people to share, engage and want to know more about your business. Anything other than that is reckless.

Nothing is fool-proof. However, with a solid marketing plan that mandates your core message and outlines a step-by-step procedure to capture leads and sales, you can escape a Social Media Fail. It’s all a matter of making the correct choices.

Please make the right ones.

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