SOCIAL MEDIA: A CAUTIONARY TALE
A Similar Version Posted on Facebook
October, 22, 2019
Once upon a time there was a social media platform named, Snapchat. Their success and popularity with celebrities and the coveted younger demographic was unrivaled, until they pissed off Rihanna and Kylie Jenner.
::See how important the second line of your story is? You want to know more, right? Our story continues::
Snapchat rolled out a redesign of their platform that left users very unhappy. Meanwhile, an even bigger problem was ready to make Snapchat the lead business story around the world (and, not in a good way).
::This part of the story, where it all goes wrong for Snapchat, provides a cautionary tale to all businesses (no matter the size) and shows how quickly a bad post can spiral and go global::
As reported in Vanity Fair: “Snapchat came under fire earlier this week after running an ad created by a third party, which modeled itself after a ‘Would You Rather?’ game. One of the would-you-rathers—which asked users to choose whether they would prefer to ‘slap Rihanna’ or ‘punch Chris Brown’—drew criticism from users of the app...”
Snapchat, quickly realizing the gravity of this (and still reeling from the disaster a month prior — keep reading, you’ll see) apologized: “The advert was reviewed and approved in error, as it violates our advertising guidelines.”
Rihanna took to Instagram, blasting Snapchat. She spoke of the hurt and damage to victims of domestic violence, and ended by stating: “You let us down! Shame on you. Throw the whole app-oligy away.”
Snapchat lost $800 million in value.
This entire situation happened just a month after an even larger seismic drop in Snapchat’s value. Kylie Jenner, unhappy with the app’s redesign, asked her 25 million Twitter followers, “does anyone else not open Snapchat anymore?”
Snapchat lost $1.3 billion value.
The two celebrities, voicing their opinions on two rival social media platforms (Rihanna: Instagram and Kylie: Twitter), generated a loss of over $2 billion for Snapchat...in one month!
Snapchat never fully recovered from this.
What you do, what you say, how you act...all of it, matters. What may seem like a great idea or an edgy tactic can develop into a situation that becomes hard to tame.
This is where we become part of your story. We dissect ideas, promotions, language and photos/videos to ensure the reaction will be universally positive. We make sure there aren’t any copyright issues. We develop a plan that covers all the “what if’s.” We have decades of experience carefully crafting excellence.
Snapchat's issues were easily avoidable. When planning to change or refresh the business model that made you successful, it must be tested and evaluated and "sold" to your best customers first. Word of mouth, in any size business, can make or break a company. Social Media gives everyone (even people thousands of miles away who will never step foot in your business or use your services) a say. When partnering or associating with other businesses, their reputation becomes your reputation. Choose wisely.
Message or call us today. Let us help you tell your story.