How to avoid social media meltdowns

This article highlights some corporate social media blunders and offers advice for brands to avoid embarrassment, including a crisis management protocol.

How to avoid social media meltdowns

Rob Gray

Social media can make or break a campaign. It can fuel a buzz or spread condemnation. In Brazil, beer brand Heineken brought a smile to people's faces with a simple but visually smart idea: every time someone Liked its Facebook page, a guy in an office blew up a green balloon. As the Likes mounted up, so too did the balloons, providing enjoyable images to share online of the man being swamped as his office became a sea of inflated rubber.

A balloon, this time a red one, also features in one...

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