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#Fail - Biggest Online Mistakes and How to Avoid Them

Presentation for MyCharityConnects 2011

Lee Rose

on 6 June 2011

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Transcript of #Fail - Biggest Online Mistakes and How to Avoid Them

#FAIL Lee Rose
@thisleerose This is a story about a boy... With an opinion.
A web cam.
And a YouTube account.

Let's watch. It went viral. More than 100 video responses have been posted on YouTube. From the Orléans Star:

"The phone has been ringing off the hook at the family's home since Ron, an Orléans teen, put up a racist YouTube video inviting French people to "get back to (their) province," a clip which has been seen by tens of thousands in only a few short days." His mother made him apologize by posting another YouTube video, which is sadly no longer available :( #FAIL!!! Biggest online mistakes and how to avoid them Are you on Twitter?
Follow @thisleerose We're minutes away from unleashing our own Twitter #Fail together. Who doesn't love a good
coming of age story? Why is this a #Fail?

How could this have been prevented?

How would you fix it? It's time to fire up your
favourite Twitter client... We're about to engineer a #FLASHFAIL right here. Right now. How much control do think you
have once you unleash a tweet?

Let's find out... Help @thisleerose show #MCC11 how fast a message can spread on twitter by RTing or by using hashtag #FLASHFAIL http://ow.ly/58ADt Go ahead and retweet this update... On March 12, 2011, the day after a magnitude 8.9 earthquake struck off the coast of Japan unleashing a massive tsunami, @bing posted the following tweet: @RyanSeacrest: For each retweet @Bing will give $1 to Japan quake victims up to $100K. More ways to #SupportJapan @ethos83: Lemme get this straight. @bing is using #japantragedy to market on twitter, requiring RT's for donations? And only up to $100k? #epicfail @jannarden: Shame on you @bing @thisleerose: Hey @bing: You should just give the $100K and be done with it. RT @RyanSeacrest: For each retweet @bing will give $1 to Japan up to $100K. @heatherAtaylor: My God. Already seeing articles about #japan& social media, then negativity re: @Bing donations less than day after quake. Makes me sick. @michaelianblack: Hey @bing, stop using a tragedy as a fucking marketing opportunity @michaelianblack is a comedian. Meanwhile... One of the best movies of all time. He has 1.6 million followers. Cue Seacrest... #FAIL!!! Why is this a #Fail?

How could this have been prevented?

How would you fix it? “We apologize the tweet was negatively perceived. Intent was to provide an easy way for people to help Japan. We have donated $100K.” After sleeping on it, @Bing posted this apology: LAME! #EPICFAIL!!! ▪Marketing & Corporate Social Responsibility don't always mix A few lessons: Small mistakes or lapses in judgment can become a big crisis online in minutes. ▪ Take full responsibility for your mistakes. ▪ What's wrong with this apology? It's insincere. It apologizes for perception, not the actual mistake. And 100K is chump change for Microsoft* * This opinion is my own and may not reflect the position of CanadaHelps, MaRS or anyone else affiliated with #MCC11 ;) In social media, there's no such thing as a dress rehearsal. Just ask the National Theatre in London, England... The Setup... WARNING! The following tweet may not be appropriate for all audiences. Viewer discretion is strongly advised. @NationalTheatre Well Steve Norris is clearly a giant cunt.
http://se1.info/9lHIqH @johnfoley Have to say I found that errant @NationalTheatre tweet to be refreshingly human. @meganfvaughan I'm in hysterics over that National Theatre tweet. Feel like I should write a letter of support for the inevitable disciplinary hearing. @meganfvaughan And to think I'd thought about unfollowing @NationalTheatre for them being bland. Best. Tweet. Ever. @DisAgg @sarahmade Oh the poor employee at @NationalTheatre who got their accounts mix up. Hack? Yeah right. #cringe @jmc_fire To be honest, I thought the @NationalTheatre
c-word tweet was less offensive than there selective tweeting of good feedback on their shows. Mixing public relations and marketing could be a recipe for disaster. So what's the lesson here? Make your interactions authentic. Especially when you screw up. People will recognize and appreciate your humanity. It's time to confess. Have you ever had to deal with a #fail? Like any urgent situation, it's important to know who your first responders are to handle #fails. If anyone can coordinate a rapid response in the wake of disaster, it's the Red Cross. "While we’re a 130 year old humanitarian organization, we’re also made of up human beings.

Thanks for not only getting that but for turning our faux pas into something good." From the Red Cross Blog: A few final thoughts... Use social media thoughtfully and deliberately. Your followers, fans and friends want meaningful, genuine interactions. When you screw up (and you will). Own it.
Otherwise someone else will. Don't get hung up on your #FAILS. Someone else out there RIGHT NOW is having a bigger #FAIL than you. Avoiding social media is not the answer.

The conversation is happening.With or without you. FIN @thisleerose What's going on here?
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