1. Examples of Social
Media Screw Ups
& genius response
Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
8
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2. Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
Hashtag Hijack
1
A boutique tweeted a
promotional tweet using the
#aurora hashtag, during the
shootings at a movie theatre in
Aurora.
Lesson; Don’t use a sensitive or
disaster hashtag to promote your
business.

3. Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
Hashtag Hijack
2
Gap tweeted a promotional
tweet on the #sandy hashtag as
superstorm Sandy destroyed
homes and businesses and lives
on the US east coast.
Lesson; Don’t use a sensitive or
disaster hashtag to promote your
business – even with a related
message.

4. Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
Scheduling a Tweet
3
During the shootings at a movie
theatre in Aurora the NRA sent
out a badly-timed pro-gun
tweet. The tweet was sent via
Hootsuite and probably
scheduled.
Lesson; If you’re using a scheduling
tool be prepared to delete

5. Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
Account Mix Up
4
A tweet dissing Barack Obama
was published on a company
account – apparently the
employee running the account
meant to publish it on his/her
own account. (Not the only
example of this happening in
2012)
Lesson; Keep your private and public
accounts separate. Many apps will
aggregate accounts and let you post
from multiple accounts. Don’t.

6. Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
X rated images
5
A US Congressman Anthony Weiner tweeted
sexually suggestive photos.
Lesson; Don’t.
picable

7. Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
Bashtagging
6
Starbucks started promoting a
hashtag #spreadthecheer as part
of a campaign. It was quickly
taken over by tweeters more
concerned about Starbucks’ tax
record than coffee.
Lesson; Be careful when starting a
campaign, if your company is in the
news for negative reasons your social
media channel can be taken over.
From Mashable

8. Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
Over-sharing
7
The CFO of a clothing company
tweeted share-price sensitive
information, meaning it was
shared with his followers before
the public. He was fired.
Lesson; Know what you can and
cannot tweet. For publicly listed
companies and those in regulated
industries there are legal limits.
From Hootsuite

9. Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
Starting with the lawyers
8
Nestle’s facebook page is
targeted by a well-executed
campaign by Greenpeace.
Their response is swift and
legalistic.
Lesson; When targeted by such a
campaign focus on the real issue;
trademark abuse probably isn’t it.
(read more, at brandbuilder)

10. Version 1.0 | Louise McGregor | changememe.com | @changememe | © creative commons
Genius Response
&1
Richard posted a tough
question on Bodyform’s
facebook wall. Bodyform
responded on YouTube in a
documentary style spoof.
(Note the 3.7 million views)
Lesson; A perfectly-pitched,
funny response works.