Four social media mistakes your business should avoid
Social media can be a powerful business tool but only when used effectively. Learn four common mistakes brands make online and how your business can protect your reputation, avoid missteps, and build stronger customer relationships.
Key takeaways for your business
Act quickly and take accountability. Delayed or dismissive responses to customer concerns on social media can escalate into brand-damaging crises.
Avoid insensitive or off-brand comments. Humor can boost engagement, but crossing the line can spark backlash and alienate your audience.
Don’t misuse attention-grabbing tactics. Clickbait-style posts may drive short-term visibility but you risk long-term trust if messages are unclear or offensive.
Review scheduled content thoroughly. Incomplete or placeholder posts can hurt your credibility. Always double-check before you publish.
Social media can boost awareness of your brand, connect you with customers, drive traffic to your website, and ultimately power more sales. But this tool can just as easily hurt your reputation – and your bottom line.
Even the most well-intentioned companies can miss the mark. Here are real-life examples that show the impact of four common social media mistakes – and what you can do to avoid repeating history.
1. Being slow to take accountability
In 2017, United Airlines forcibly removed a passenger from an overbooked flight. Videos of his removal, recorded by fellow passengers, showed security officers dragging him down the aisle, blood streaming from his mouth.
The videos went viral on social media, getting millions of views in one day and sparking outrage. The United Airlines CEO initially responded by sending an email to staff in which he defended employees and the policy and downplayed the treatment of the passenger, whom he called "belligerent." The email was leaked, escalating the crisis. A few days after the incident, the CEO issued a formal apology.
What does this story teach us?
News spreads quickly on social media, so it's crucial to address issues promptly and appropriately. Take proactive measures by following these tips.
Don't underestimate social media. Because of mobile phones, customers have the power to record and broadcast videos of interactions. Train your employees to prioritize the satisfaction and well-being of customers. Teach them how to handle challenging situations.
Get ahead of the problem. Monitor social media channels for mentions of your business. Understanding the tone of the discussion will help you to respond appropriately, externally and internally.
Apologize and take accountability immediately. United Airlines' initial response worsened the situation. When your company makes a mistake, take full accountability as quickly as possible without directing blame at other parties.
2. Making inappropriate comments
Duolingo has undoubtedly mastered TikTok, boasting millions of followers. But the language-learning app had a learning experience of its own in 2022 when the Johnny Depp and Amber Heard defamation trial was gaining attention on TikTok. In response to a clip of Heard's testimony in which she said she was the target of an online hate campaign, Duolingo jokingly commented, "Do you think Amber watches TikTok?"
Commenters slammed the company for cracking jokes about alleged domestic violence. Duolingo deleted the comment and the social media manager apologized.
What does this story teach us?
Be very careful with your messaging, even if your social media channel is known for edgy humor, like Duolingo's. You can't avoid offending everyone, but you can steer clear of major gaffes by following a few guidelines.
Avoid joking about sensitive topics. Duolingo made a mistake by jumping in to a conversation they shouldn’t have. You don't need to add your voice to every trending topic, especially sensitive ones.
Have team members review content before posting. Everyone has their own perspective, so getting more eyes on a post or comment can help identify any potential issues you may have overlooked.
Establish clear guidelines for your social media. Well-defined brand guidelines, including do’s and don’ts, can help your company avoid missteps.
3. Using clickbait incorrectly
In 2021, the fast-food giant Burger King made a significant blunder with a tweet that Forbes described as a "whopper." The tweet, shared on International Women's Day, began with the controversial statement "Women belong in the kitchen." The intention was to playfully promote a culinary scholarship program for women. Subsequent tweets in the thread said, “If they want to, of course. Yet only 20% of chefs are women. We're on a mission to change the gender ratio.”
The problem was that many users saw only the initial post. Burger King's strategy, which was more effective in print, ultimately backfired and led to the removal of the tweet.
What does this story teach us?
Controversy is an age-old marketing tactic but think twice before you post. Avoid a social media storm with these tactics.
Consider the format. Burger King failed to consider the structure and layout of X, formerly known as Twitter. Viewers on the platform see one post at a time rather than an entire thread. When planning your campaign, consider the conventions and user behavior of each social media platform.
Be sensitive. Ensure your headlines, titles, or initial posts avoid any potential offense. Remember, headlines are read much more often than the rest of your text.
Be ready for potential backlash. Anticipate different interpretations and reactions to your content. Carefully review your messaging and consider how it may be perceived by different audiences. Respond promptly to any negative feedback or misconceptions.
4. Scheduling incomplete posts
In 2017, McDonald's wasn't “lovin' it” when an error on Twitter went viral. For Black Friday, the fast-food brand unintentionally posted, "Black Friday **** Need copy and link ****." What likely happened is that the social media team had scheduled a placeholder post that they meant to create and edit later. But nobody did that.
Naturally, social media users had fun at McDonald's expense, poking fun at the mistake. McDonald's, to its credit, showed a sense of humor about the ordeal, posting a photo of a TV station employee drinking a McCafe, with a caption that read, "When you tweet before your first cup of McCafe ... Nothing comes before coffee."
What does this story teach us?
Overlooking even seemingly minor tasks can have consequences. Be deliberate in your social media practices and avoid becoming the subject of ridicule by keeping these suggestions in mind.
Be careful with scheduling. Double check everything about the scheduled post, and don’t schedule it unless it's 100% ready to go public.
Follow up. Take a look at your social media posts regularly to make sure everything goes as planned.
Have a sense of humor. When your company makes a small mistake like McDonald's, joke about the situation and engage with users in a light-hearted manner.
An opportunity to connect
Social media is an important way for your business to engage with current and potential customers. But it can quickly become a minefield. Authenticity, sensitivity, and accountability are key to maintaining a social media presence that can help you grow your brand and your business.