Managing social media is more complex than just posting a quick image or a fun video. In fact, it can be risky business - especially when you’re doing it for a brand. One poorly timed tweet, an insensitive campaign, or an ignored customer complaint, and you'll have a full-blown PR crisis on your hands.
If you’re here, you likely want to know what to avoid when managing social media for a brand. Here we’ll explore nine major social media failures, breaking down what happened, why it was a misstep, and how you can steer clear of these pitfalls yourself.
Mistake #1: Ignoring Negative Feedback & Customer Complaints
Many brands shy away from responding to negative feedback or customer complaints on social media. They assume if they ignore the issue, it'll eventually go away.
Others take it a step further by deleting comments to protect their brand image. This often backfires. Frustrated customers may take their complaints to other platforms, escalate the situation by posting multiple times, or even create viral content that damages the brand’s reputation.
Example: British Airways (2013)
When a British Airways customer lost his baggage on an international flight, he reached out to the company on X. The company didn't reply, so he took it a step further: He promoted his tweet so that it would reach more people.
The post soon went viral and got thousands of interactions. British Airways eventually responded, but by then, the damage was already done.
How to Avoid It
If you want to avoid this scenario from happening to you, here's what you can do:
- Monitor brand mentions in real-time using tools like Hootsuite or Sprout Social.
- Acknowledge complaints quickly, even if you don’t have a solution yet.
- Move conversations to DMs to sort it out, but don't forget to update things publicly afterward.
Mistake #2: Overusing Automated Responses
Some brands rely too heavily on chatbots and automated replies to handle their large number of customer interactions. Automation can be helpful for quick responses and handling large volumes of messages, but it lacks the human touch customers crave. In some cases, these robotic responses can come off as tone-deaf - and even make the company the subject of ridicule.
Example: Bank of America's Automated Responses (2013)
When your business is facing public backlash, the last thing you should do is reply to people's tweets about your business practices with automated replies. Well, that's what Bank of America did during the Occupy Wall Street protests.
Protesters and frustrated customers tweeted at the bank about foreclosure issues and corporate policies, only to receive generic responses like:
"We’d be happy to review your concerns. Please visit our website or call customer service."
The social media fallout was swift and intense as social media users piled on to openly mock and criticize the bank’s responses. It led to poor publicity for the bank in the face of an already difficult media situation.
How to Avoid It
Here are some things you can do to avoid this scenario from happening to your brand:
- Use automation wisely. Chatbots and auto-replies should complement, not replace, real human interaction.
- Personalize responses whenever possible. Customers want to feel heard, not like they’re talking to a robot.
- Train AI chatbots to recognize context and escalate complex issues to a real representative.
- Regularly audit your automated responses to make sure they remain relevant, timely, and customer-friendly.
Mistake #3: Jumping on Trends Without Understanding Them
It's a strategy that gets recommended way too often: join viral trends, use popular hashtags, and participate in internet challenges. Although this can be effective if you execute it properly, not understanding the full context of a trend can lead to embarrassing, tone-deaf, or even offensive mistakes.
For example, a brand might jump on a trending hashtag that appears to be lighthearted but actually has a deeper social or political meaning. Or a brand might misuse slang or cultural references, which can make the brand seem out of touch with its audience.
Example: Burger King’s “Women Belong in the Kitchen” Tweet (2021)
On International Women’s Day, Burger King UK tweeted: “Women belong in the kitchen.”
While intended as part of a larger campaign promoting culinary scholarships for women, the misleading phrasing sparked outrage on Twitter, where it was easily taken and shared out of context. The backlash was so severe that Burger King deleted the tweet and issued an apology.
How to Avoid It
Don't be like Burger King and avoid this scenario by doing some of the following:
- Research trends and hashtags thoroughly before using them.
- Consider potential misinterpretations before posting.
- Test messaging internally before launching campaigns.
Mistake #4: Posting Controversial or Insensitive Content
Brands often try to push boundaries to stand out and spark conversation. But if they fail to consider how content might be received, it can lead to major backlash. Controversial or insensitive content can take many forms, such as:
- Ads or campaigns with inappropriate themes that don’t align with societal or ethical standards.
- Posts that trivialize social issues like mental health, discrimination, or historical tragedies.
- Insensitive jokes or messaging that offend certain groups or communities.
- Shock-value marketing that crosses ethical boundaries in an attempt to go viral.
What may seem like a bold, creative move can be perceived as offensive, exploitative, or out of touch and cause immediate damage to a brand’s reputation.
Example: Balenciaga’s Disturbing Ad Campaign (2022)
In 2022, fashion brand Balenciaga released a campaign via Instagram and their website featuring children posing with teddy bears dressed in BDSM-inspired outfits. The backlash was swift. People accused the brand of crossing ethical boundaries. Balenciaga pulled the campaign from their website and social media, but their reputation took a major hit, one the media still brings up years later.
How to Avoid It
Want to make a bold move? Ensure it isn’t going to land you in hot water by doing the following:
- Make sure your content aligns with ethical and brand values.
- Have multiple team members review sensitive content.
- Be ready to pivot and take responsibility if there's backlash.
Read: 12 Best Social Media Content Strategists and Their Winning Tips
Mistake #5: Failing to Understand Cultural Sensitivities
Every business selling globally wants to connect with an international audience, but it also needs to be mindful of cultural sensitivities. Still, many brands overlook cultural nuances or fail to consider how their messaging, imagery, or product names might be interpreted in different regions.
Cultural missteps can alienate customers, damage brand trust, and create PR disasters.
Example: Dolce & Gabbana's Controversial Ad Campaign (2018)
In 2018, Dolce & Gabbana released a series of promotional videos featuring a Chinese model trying to eat Italian food with chopsticks. The ads originally aired on Instagram and were immediately criticized for perpetuating stereotypes and displaying cultural insensitivity.
The backlash led to the cancellation of a major fashion show in Shanghai and a decline in sales within the Chinese market.
How to Avoid It
Avoid Dolce and Gabbana's mistakes by taking the following action:
- Conduct thorough cultural research before launching international campaigns.
- Consult with local experts to make sure the content is respectful and appropriate.
- Test campaigns with diverse focus groups to identify potential issues.
Read: Expert Strategies to Reach 100K Instagram Followers
Mistake #6: Inadequate Crisis Management
Whether it’s a PR disaster, social media backlash, product failure, or internal controversy, how a company responds in the first 24-48 hours can make or break its reputation.
Brands that fail to manage crises effectively often:
- Remain silent for too long, and allow speculation and misinformation to spread.
- Issue vague or defensive statements that don’t address the actual problem.
- Blame external factors or customers instead of taking accountability.
- Offer a slow or disorganized response that can make the company appear unprepared or indifferent.
News travels very quickly online. If a company doesn’t act swiftly, transparently, and responsibly, it risks losing public trust and credibility.
Example: Domino's Pizza Employee Prank Video (2009)
In 2009, two Domino's Pizza employees posted a video showing unsanitary food handling practices. The video went viral, causing widespread public outrage and damaging the brand's reputation. Domino's was slow to respond out of fear that it would bring more attention to the videos. Instead, their inaction exacerbated the crisis and led to a significant loss in customer trust.
How to Avoid It
Some things you can do to prevent this include:
- Develop a comprehensive crisis management plan that includes social media response strategies.
- Monitor social media channels to identify potential issues early.
- Jump in quickly and be honest when something goes wrong. That's the best way to keep things from getting worse.
Mistake #7: Misusing Hashtags
Hashtags can be a powerful tool for increasing visibility and reaching new audiences. But they can also lead to confusion, embarrassment, or even backlash. Common hashtag mistakes include:
- Jumping on trending hashtags without knowing what they really mean. It can make your brand look out of touch.
- Using serious or sensitive hashtags to promote stuff. This can come off as insensitive or even exploitative.
- Stuffing your posts with a ton of hashtags. It just makes your content look spammy and less trustworthy.
- Making up branded hashtags without doing your homework. You might end up with something that means something totally different (and not in a good way).
Example: DiGiorno's #WhyIStayed Tweet (2014)
In 2014, DiGiorno Pizza mistakenly used the hashtag #WhyIStayed, a tag used by survivors of domestic violence to share their stories, in a promotional tweet. The misuse was seen as insensitive and led to public backlash. DiGiorno quickly deleted the tweet and apologized, but the incident highlighted the importance of understanding hashtag contexts.
How to Avoid It
DiGiorno could have prevented the incident by doing some of these things:
- Research the meaning and context of hashtags before adding them into posts.
- Avoid using hashtags unrelated to your brand or message.
- Implement an approval process for social media content to prevent misuse.
Read: Mastering Social Media Marketing for Your Small Business
Mistake #8: Insensitive Timing of Promotions
Promotions are meant to engage customers, drive sales, and enhance brand visibility. But when they're poorly timed, they can come across as insensitive or exploitative. Some common examples of badly timed promotions include:
- Running sales or ads during national tragedies or tough times. It can make your brand seem out of touch or like it’s just trying to cash in.
- Sharing funny or playful content during serious global events. People might see it as tone-deaf or insensitive.
- Launching holiday or seasonal campaigns way too early (or too late). It can confuse your audience or make your message feel off.
- Sending promos on important cultural or emotional days. If you’re not thoughtful, it might come across as careless or out of step.
Example: Gap's Hurricane Sandy Tweet (2012)
During Hurricane Sandy in 2012, Gap tweeted a message encouraging people to stay safe but also to shop online. The tweet was perceived as insensitive, as it appeared to capitalize on a natural disaster.
How to Avoid It
Here are some things you can do to avoid your brand sounding insensitive:
- Be mindful of current events and their impact on your audience.
- Avoid promotional content during times of crisis or tragedy.
- Focus on empathetic and supportive messaging appropriate to the situation.
Mistake #9: Allowing User-Generated Content Without Moderation
User-generated content (UGC), like customer reviews, social media posts, and campaign submissions, can be a powerful marketing tool that can showcase real customer engagement and brand loyalty. But when left unmoderated, UGC can quickly spiral out of control. It can come off sounding too offensive, inappropriate, or completely off-brand.
Some common UGC mistakes include:
- Not checking contest entries or open submissions. You might end up with offensive or off-topic stuff tied to your brand.
- Skipping hashtag monitoring. If you’re not watching your branded tags, things can go south fast with negative or weird posts slipping in.
- Letting the internet take the wheel. Trolls and pranksters love turning campaigns into a joke if there aren’t clear guardrails.
- Ignoring fake or sketchy reviews. They can mess with how people see your brand and steer potential customers the wrong way.
Example: Mountain Dew's "Dub the Dew" Campaign (2012)
Mountain Dew's online campaign, called "Dub the Dew," invited users to name a new apple-flavored soda. The campaign was hijacked by internet trolls who submitted offensive and inappropriate names. The campaign was shut down and embarrassed the brand.
How to Avoid It
Do this to avoid this scenario:
- Implement moderation tools to monitor user-generated content.
- Set clear guidelines for submissions to prevent misuse.
- Be prepared to intervene promptly if a campaign is compromised.
Strong Social Media Strategy Starts with Preparation
A single poorly worded tweet or mismanaged campaign can go viral for the wrong reasons, turning what was meant to be a positive brand moment into a full-blown crisis.
To build a strong and reputable social media presence and improve your social media ROI, brands need to create a social media marketing strategy that's well-thought out, maintain consistent messaging, and ensure customer interactions are handled with care.
This includes investing in social listening tools to monitor conversations, setting up crisis response plans, and continuously refining engagement tactics based on performance metrics.
Social media management software can make your efforts easier. These tools include drafting and scheduling tools that can help you get feedback from others on the team, as well as monitoring and reporting tools to help you track progress. Check out our list of best social media management tools to learn more.
