Would you let an intern handle your PR and Marketing directions?
If you won't, you shouldn't delegate your social media role to them either.
Some of the most recent examples of social media marketing fail we are about to show you will be sure to draw deep sighs from the Digital Marketing community from all over the world. Even advertising giant McDonald's who has spent close to USD$1 Billion in ad dollars last year drew flak from Singaporeans with their lack of local marketing expertise and social tact when they launched the PSI or Peak Sauce Index Campaign. PSI stands for Pollutants Standard Index and is a familiar term among locals since the haze crisis in Singapore in June 2013.
Marriott Hotel's Social Media Marketing Fail on Twitter
Twitter is relatively new to many brands in Singapore and often-times businesses struggle to understand how to use Twitter to engage their followers or broaden awareness of their brand on the social network.
Marriott Hotel Singapore's social media intern or unqualified social media marketer is one of the many recent horror stories in digital marketing.
The intern was trying to use a trending topic "#UnderHappy" on Twitter to get attention for the alleged five-star-hotel.
Besides the use of crude language, there were several other problems with this tweet that should not have been sent out.
Reasons for the Social Media Fail
- Distasteful language unfitting of brand image
- Poor tagline
- Appalling number of followers despite having a strong brand presence. This shows weak or non-existent marketing and resources.
Above are just some of the many reasons why Marriott Hotel failed terribly on Twitter and Twitter is just one of the many other social networks it should be on or would fail to establish itself on due to the lack of marketing expertise and resources.
We heard the horror stories. We feel for those who have experienced it and had to scramble to salvage their company's reputation. When the mistake is made, it's often too late and the damage has been done. Unfortunately, what should not have been done or said has already been retweeted, reblogged, screen captured and shared beyond repair.
Prevention is always better than cure.
Here are three important things all businesses looking to venture into starting a social media presence for their brand need to know.
..is not NEW
It's NOT simple
YES, you DO need a background in Marketing. And no, we're not talking about a course you took from an online university or self-taught marketing. Signing up for a social media account and using it on a personal level does not equate to having the adequate skills and knowledge required to manage social media networks on a professional level.
At The Wee Marketing Agency, we NEVER hire people who are not qualified for the job. We don't stinge on quality, cut corners and certainly not promise you a big bag of dishonesty - interns, fresh grads or worse still unqualified people (imagine a graphic designer doing marketing) It is shocking but more shockingly common than you think.
For a complimentary social media strategy consultation, contact us today.