This document provides examples of bad community marketing from various companies' social media accounts. It describes instances where Chapstick posted a sexist photo on Facebook that caused an angry customer response which they tried to delete and blame on spam. It also discusses how the Red Cross and US Air tweeted inappropriate content around sensitive anniversary dates that stayed up too long. The document advocates learning from these mistakes to improve social media marketing.

1. Bad Examples of
Community Marketing
Social media isn’t as easy as it looks...

3. #blackberry
Blackberry was trending for hours
during a widespread outage in Europe

5. #cairo
From the larger Arab Spring movement

8. he
customer response

9. Chapstick
Facebook
Chapstick posted
a photo that was
a bit sexist. One
blogger wrote on their
fan page. They
deleted it. Others
asked about it. They
deleted it. They
couldn’t keep up with
the deletions. Blamed
the whole thing on
spam and abuse.
Angry mob achieved.

10. Chapsticks’ Facebook
Mishap

11. and
the risk

12. 9/11 10th Anniversary

13. Casey Anthony Verdict

14. Red Cross Oops Tweet

15. US Air Oops Tweet
This is a photo,
censored heavily,
that shows a
woman doing very
naughty things to
a USAir toy plane.
It was sent
accidentally to 2
customers publicly
and stayed up for
an hour.

16. They’re Listening
Let’s get this right...

17. Robyn Tippins
Co-founder, Mariposa Interactive
robyn@mariposaagency.com