Posted by MaryMallard
First off, I want to say that my thoughts go out to the victims and their families in Aurora, Colorado. I don’t want to get too into it, but I did want to lead off with that.
Now, on to the subject of this post. This has been a topic that has made many a social media professional want to crawl under their desk the past couple of days (as well as beat me to writing blog posts on it). A company called Celeb Boutique (@celebboutique) made a huge mistake. One that they most likely will have associated with them forever.
On Friday afternoon, their social media person hopped on Twitter and saw that the hashtag #Aurora was trending. Hmm, they said. That must be about us! So they went ahead and posted this little gem:
Well, all hell broke loose. People went nuts, all over Twitter and their Facebook account. Who knows how many followers they lost. (One blog I read said it was about 5k in an hour, but I don’t know how accurate that is.) Plus, they made no response for over an hour and a half. When they finally realized that they effed up, they tweeted this haphazard apology:
Seriously? Let’s look at the problems with this.
First, their PR is not US based. Well, CNN is international news. The BBC was reporting this. Many other international news stations exist. No shortage of sources for this information. A little reading outside of the fashion blogs in their feed would have done them good.
Second, their social media team was “unaware” (capitalized for emphasis) of the situation and thought it was another trending topic. Well, here’s a thought. CLICK ON THE HASHTAG TO SEE WHAT IT’S ABOUT (also capitalized for emphasis). Takes two seconds. This is social media 101, kids. If that was me, I would have been fired AND disowned by my manager. It’s common sense, really.
Third, and this is personal opinion, they’re just idiots. Anyone who has a social media team who doesn’t use due diligence before they post something is not a social media team. They’re a bunch of people who use a twitter account to try and sell their stuff. And now those people have seriously damaged the brand.
Good luck to them, getting their following back. I hope they’re working on disaster recovery. They’re going to need it.
Follow me on Twitter. I read hashtags before I use them: @marymallard