A long-term erosion of trust among a significant group

of customers or fans ...

… due to the misuse or the failure to use

the power of social media

True Confession

“A hazard of social media is that people will read

what you write.”

The Lesson:You are not in a vacuum

Laugh Riot

1. Gaffe2. Outrage3. Apology4. Parody5. Humor6. Indifference7. Repeat

Photo by mikest on Flickr

“Your error will be multiplied in its impact by the trail of

online wreckage it creates…”

The Lesson:Err on the side

of caution

#amazonfail

“Amazon Rank”

“In consideration of our entire customer base, we exclude ‘adult’ material from appearing in some searches & best seller lists.”

“That night, they were not divided.”

57,310

It was “a glitch…”

“Amazon Rank”

FAILFAIL

FAIL

FAILFAILFAILFAIL

FAIL

“This is an embarassing and ham-fisted cataloging error from a company that prides itself on offering a complete selection.”

#amazonfail

The Lesson:Be vigilant,

respond swiftly

United Breaks Guitars

$3500 Taylor 710

$1200.00

10,000,000

$1200.00

?

“Fight social media firewith social media water.”

Ramon DeLeon

The Lesson:Update your

tactics

Re-United

The Lesson:Context matters

Not-so-silentBob

The Lesson:If you apologize,

mean it

Pepsi Amps it Up

The Lesson:Don’t be crass

Motrin Moms

The Lesson:Mocking your

customers = bad

FloggingAcross America

“We believe in honesty and transparency at all times: Honesty of relationship, opinion and identity … ”

“yo where all u hatas com from… juz cuz you aint feelin the flow of PSP dun mean its sum mad faek website or summ… youall be trippin.”

The Lesson:Be transparent

Dammit,Janet

The Lesson:Have trustedstaff in place

1. Gaffe2. Outrage3. Apology4. Parody5. Humor6. Indifference7. Repeat

The CatDeserved It

“The Streisand Effect”

The Lesson:Sometimes, youare the problem

The Lessons

Think.Be nimble.

Show respect.

delicious.com/marlaerwin/fail