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Ready to point at major brands and do your best Nelson Muntz laugh with me? Then let’s get to it! 5 Social Media Crisis Examples .1: McDonald’s Hashtag Hijinks Although many social media sites’ search functionality has become a great deal more sophisticated than it was just a few years ago, hashtags remain an important part of maximizing the visibility of social campaigns. Simply come up with a clever hashtag, let the users do the work, and reap the benefits – what could go wrong? Social media crisis management McDonald's McDStories hashtag example As McDonald’s learned in 2012, just about everything.
To coincide with a campaign to promote its line of happy meals, McDonald’s Benin WhatsApp Number created a hashtag – .McDStories – and encouraged its followers to share their own stories. And, to the doubtless horror of the fast-food giant’s social media team, that’s exactly what people did. Social media crisis management McDonald's McDStories hashtag example tweet One of the hundreds of tweets that took advantage of the .McDStories hashtag to shed light on McDonald’s business operations Almost immediately, people began sharing their very worst experiences of either working at or patronizing McDonald’s, from horrifying labor law violations observed by former employees to shocking firsthand accounts of how the chain routinely abuses animals at its suppliers’ agricultural production facilities. All told, the incident was among McDonald’s worst social media failures, and remains a prime example of how hashtag-based campaigns can backfire horribly. Social Media Crisis .2:
Tasteless Tie-Ins There’s an old adage that says the only certainties in life are death and taxes. I propose that we add a third to the list – tone-deaf branded tweets on the anniversary of 9/11. Social media crisis management branded 9/11 tweets KNOCK IT OFF RIGHT NOW It doesn’t matter how many brands have been taken to task for trying to capitalize on the anniversary of the World Trade Center attacks – every year, it happens again. There are literally dozens of examples of this in action, each as offensive as the last. Social media crisis management branded 9/11 tweets CVS example So do we – just not in the way CVS wants In 2014, outspoken designer and co-founder of San Francisco-based Mule Design Mike Monteiro took some of the most egregious offenders to task for their “branding” on Twitter, which prompted some difficult conversations about coopting national tragedies to sell products.
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