When Social Media Marketing Goes Wrong and What You Can Do about It

Social Media Marketing Fails That Teach Us To Do Better

There is no escaping social media today. Whether in personal life or the corporate world, social media channels have gained a great deal of visibility and influence.

Silly mistakes and faux pas are inevitable when humans are involved. In personal accounts, the embarrassment of uploading wrong photos or sharing an inappropriate article can be laughed off.

But social media fails by corporate accounts can have a cascading impact on a company’s reputation and sales, which can be avoided with a reliable content marketing company.

Here are some of the major fails by companies which went viral and the lessons we can learn from them.

Dove’s racially insensitive online campaign

Global personal care brand Dove got embroiled in a controversy in 2017 after its ad for a body lotion showed a black woman becoming a white woman by using its product.  The video campaign posted on Facebook was widely criticised for failing to take into account negative racial undertones. The brand withdrew the campaign and released an apology for missing “the mark in representing women of colour thoughtfully.”

Lesson:  Remember to vet your ad thoroughly by taking into account different perspectives.

Cinnabon’s failed attempt to tap into a trending topic

In 2016, after Carrie Fisher the much-loved Star Wars star passed away. Cinnabon a well-known American chain of baked goods posted a tribute on Twitter which enraged fans.

The tweet showed a sketch of Fisher’s character in Star Wars, Princess Leia, with Cinnabon Classic Roll replacing the character’s famed side bun hairstyle. The accompanying message read: “RIP Carrie Fisher, you’ll always have the best buns in the galaxy.” Fans found the idea tacky and tasteless.

Lesson: Brands looking to connect with users often ride on trending topics. However, if no natural association can be made between the topic and your brand, it is better to stay out of it.

Adidas’ Sends Out A Thoughtless  Message

In April 2017, after the famed Boston Marathon ended, the sportwear brand Adidas sent out emails to its subscribers with the subject: “Congrats, you survived the Boston Marathon.”   

It seemed like the Adidas team had forgotten about the horrific 2013 bombing of the event which killed three and injured hundreds others.  Several people pointed out to Adidas just how insensitive the message was, and the company issued an apology on Twitter.

Lesson: Brands must be hyper-aware of the ad copy they use and follow the best practices like multiple people checking for problematic concepts.

Protect yourself from such fails by partnering with a well-reputed content writing and graphic design company.

It’s Time to Do S.M.A.R.T SEO

Revitalize Your Online strategy With S.M.A.R.T  SEO

Good search rankings help drive high levels of organic traffic, the primary reason why SEO is so important.

However organizations make the mistake of using the vague objective of reaching to the top of SERPs to base their digital marketing and SEO content writing india efforts.  Such an approach can lead to misplaced priorities and investments, reducing the efficacy of the online search marketing. 

A Better Approach To SEO

A targeted and focused SEO strategy is essential for better results. With a framework like S.M.A.R.T  it gets easier to develop a comprehensive blueprint that can deliver tangible business benefits like better lead generation and higher ROI.

What’s S.M.A.R.T ?

S.M.A.R.T  is a well-known goal-setting concept used by organizations in a variety of business contexts like employee performance measurement. It stands for :

Specific, Measurable, Actionable, Realistic, Time-bound

Making SEO S.M.A.R.T

By applying the S.M.A.R.T framework you can make sure that your marketing dollars are being spent on the right campaigns, right keywords and right content writing. Let’s see how this concept can be used to improve SEO:


Successful SEO requires a long-term, sustained effort.

Specific targets help break down large objectives into bite-sized chunks which can be useful to draw up on-ground tactics. For example, framing objectives like increase Website visit volumes by 50% or Improve Leads generation by 5% make it easier to develop highly targeted content and keyword strategy.


Make metrics a part of the organization culture by implementing dashboards to track critical measures on a regular basis. By keeping a close eye on metrics, you can quickly identify problem areas and course correct if needed. Some key measures are

  • Increase in organic traffic
  • Link-building metrics
  • Percentage increase in organic conversions
  • Increase in non-branded search traffic
  • Increase in number of pages on the site that generate traffic


A plan that is difficult to implement or challenging to convert into action is likely to bite the dust. While finalizing your marketing efforts, consider factors essential for its success and tackle them:

  • What are the resource needed
  • What is the action plan for handling new traffic
  • Is the business situation right for the plans
  • How is competition likely to react


Rather than setting lofty goals, set relevant  and realistic ones tied to specified time lines (a month, a quarter). Such clear-cut plans are far more effective in driving teams to reach targets.  


For successful SEO campaigns, organizations must make time-bound plans that are reviewed and updated  regularly. With SEO content writing India , SEO strategy is easier.