Social media disasters: seven lessons for brands

Low Lai Chow

What can brands learn from the ever-growing list of #fail moments? Speaking at Social Media Week Singapore, Daniel Lee, Euro RSCG’s regional digital director for Southeast Asia, drew seven important lessons for brands from recent social media disasters.

Lesson 1: Using a tragedy or trending topic to gain exposure is likely to backfire

In early 2011, as the world followed the uprising in Egypt using the hashtag #Cairo, fashion designer Kenneth Cole decided to join in with his update on the situation:

The Twittersphere reacted with indignation about Cole’s apparently joke tweet. Many saw it as an attempt to capitalise on an historic moment for Egypt. This quickly led Kenneth Cole to issue an apology tweet, confessing that he “wasn’t intending to make light of a serious situation.”