一个有价值的教训一个Twitter营销失败[Marketing Cast]

There are many examples of companies failing at their usage of social networks for marketing. It has happened topizzerias,Nestle, and even the American Red Cross (although theyhandled the situation pretty well). What is the biggest failure you have seen on Twitter?

对于David Meerman Scott来说，这是设计师Kenneth Cole的推文。科尔试图通过发布以下推文将他的品牌插入有关埃及骚乱的对话中：有传言说他们听说我们的新春季系列现已在网上网上在http://bit.ly/kcairo-kc- kc上在线获取。

Through this tweet, Cole tried to hijack the #Cairo hashtag in attempt to promote his spring collection. His message was received with strong public disapproval andmedia criticism. “People died in Cairo during the Egypt uprising, and you don’t make light of that to try to point people to your particular products or services,” says David.

Lesson: Don’t Hijack Hashtags for Sensitive Situations

“Don’t try to hijack a hashtag to talk about one of your products,” says David. Don’t attempt to piggyback on news when it conveys extremely negative information, such as people’s deaths. “When you are trying to exploit something that’s seen as very sad or negative, you are on incredibly dangerous ground,” he adds.

Twitteris an instant communication channel that allows you to easily jump into a discussion. You can react in real time and leave comments while a situation is still unfolding. But you should do it with tact and responsibility. “You should never try to take advantage of a situation when the situation in any way involves misery or death or destruction,” David says.

So what’s the biggestTwitterfailyou看到？