Tuesday, March 8, 2011
Another Social Media Fail
As social media develops an almost 'magical' aura in the communication industry, and as it grows in scope and execution, there will inevitably be some blunders along the way. In fact, I suspect that going forward one could create an entire blog out of social media failures.
Enter the Domino's promotion for their new boneless chicken. They invited consumers, right on their delivery box, to tweet their thoughts about the new chicken with a specific hashtag #DPZChicken.
A great idea, upon first glance. Get people talking and sharing their thoughts about the new product. Except that there is just one problem. People are talking and sharing their negative comments as much (if not more) than their positive ones.
A quick search on Twitter of the hashtag shows that many people don't like the product. To my cursory glance, it was well over half. To add salt to their own wounds, Domino's website features a live feed of what people are tweeting with their hashtag - good or bad.
So what is the lesson here? It's that the 'magic' of social media lies in the ability to start, foster and engage in discussions about your brand and your products at a grassroots level. Unfortunately, it's not magical enough to make food taste better.