3 Ways Brands Are Destroying Social Media
I have a confession to make: Every day, I help brands craft content that is spread across social networks. I celebrate when we reach fan milestones, write a really engaging post, or come up with a great way to connect on an emerging network.
The Social Media "Hack"
Oh, Chipotle. In the midst of an amazing promotion to celebrate its 20th anniversary, someone at the brand's agency decided it would be a great idea to stage a Twitter hack, releasing tweets like, "Do I have a tweet." Chipotle received massive engagement, as people shared the "oopsie" across the web. However, the hack, as the brand later admitted, was entirely staged and part of the 20th anniversary celebration. This was an unnecessary stunt for Chipotle, a brand that values "food with integrity."
The "Canned Response"
I work with many brands in highly regulated industries. But I always tell them: If we can't figure out a way to deliver personalized responses to people who need our help, then we shouldn't be on social media. Brands that can only deliver completely canned responses end up hurting their reputations, rather than helping them. Take Bank of America, which claims to have over 100 people managing its accounts and yet somehow managed to completely ignore its customers and respond with a bevy of non-sequitor responses.
Carrie Kerpen is the co-founder and CEO of Likeable Media, which she grew from a husband-and-wife consulting firm into a global social media and word-of-mouth marketing agency. She led her team to more than $15 million in revenue and landed the agency on the Inc. 500 List in 2011 and 2012.