Mistakes that can harm your brand image
Posted: Mon Jan 20, 2025 10:32 am
You've probably seen some blunders in posts on the internet, right? The truth is that there are no rules of good manners, since social media is a democratic environment that allows freedom of expression , but common sense is important , especially when you manage a public profile or a company page.
Just as the internet provides viral marketing with great ease, which is positive for your company, it can also be harmful by creating an image crisis, so all caution is valid . Now, check out some mistakes that you should avoid!
Not knowing your audience
Just as each social network has a purpose and requires segmented medicare leads email list strategies, the same applies to the target audience. Therefore, it is essential to define your persona to know what content is appropriate and the ideal tone of voice to approach.
One example of this was the negative repercussion that a tweet from Banco do Brasil had due to the way it treated customers with automatic messages. The brand used an intimate tone of voice and could have been just another regular post, but it went viral negatively because its audience was not happy with this type of approach.
Prejudiced jokes and actions
Even if your audience is relaxed and allows for a humorous tone, any brand action must be designed so as not to cause discomfort to people. The freedom of expression that the internet provides does not give anyone the right to use moral or ethical aggression that disrespects races, genders or social classes .
Even if this is not your intention, every action must be evaluated so as not to be misinterpreted, as was the case of a Supermercado Extra unit that on Black Friday “dressed up” its employees with Afro wigs imitating curly hair.
Even though it was an offline action, a customer took photos and posted them on her social media saying that “caricaturing black people is another tool of oppression”, the post went viral negatively and the brand had to publicly apologize for its stance.
extra social networksExtra employees wear wigs on Black Friday (Facebook/ Cristiane Guterres/Reproduction)
Bad service and disregard for the consumer
Unlike telephone service, on the internet it is possible to make a SAC 2.0 experience go viral very easily , just a screenshot and that's it. All of your customers' social networks can see the conduct of your customer service team, which can be great when the company delights the user, or bad if you don't treat the public well. We could show you a list of cases here, but we have selected this one that is a good example, check it out:
Just as the internet provides viral marketing with great ease, which is positive for your company, it can also be harmful by creating an image crisis, so all caution is valid . Now, check out some mistakes that you should avoid!
Not knowing your audience
Just as each social network has a purpose and requires segmented medicare leads email list strategies, the same applies to the target audience. Therefore, it is essential to define your persona to know what content is appropriate and the ideal tone of voice to approach.
One example of this was the negative repercussion that a tweet from Banco do Brasil had due to the way it treated customers with automatic messages. The brand used an intimate tone of voice and could have been just another regular post, but it went viral negatively because its audience was not happy with this type of approach.
Prejudiced jokes and actions
Even if your audience is relaxed and allows for a humorous tone, any brand action must be designed so as not to cause discomfort to people. The freedom of expression that the internet provides does not give anyone the right to use moral or ethical aggression that disrespects races, genders or social classes .
Even if this is not your intention, every action must be evaluated so as not to be misinterpreted, as was the case of a Supermercado Extra unit that on Black Friday “dressed up” its employees with Afro wigs imitating curly hair.
Even though it was an offline action, a customer took photos and posted them on her social media saying that “caricaturing black people is another tool of oppression”, the post went viral negatively and the brand had to publicly apologize for its stance.
extra social networksExtra employees wear wigs on Black Friday (Facebook/ Cristiane Guterres/Reproduction)
Bad service and disregard for the consumer
Unlike telephone service, on the internet it is possible to make a SAC 2.0 experience go viral very easily , just a screenshot and that's it. All of your customers' social networks can see the conduct of your customer service team, which can be great when the company delights the user, or bad if you don't treat the public well. We could show you a list of cases here, but we have selected this one that is a good example, check it out: