The calendar year wouldn’t be complete without a few social media fails. In 2012, plenty of big brands and organizations suffered serious backlashes on social networks like Twitter and Facebook for offensive tweets, questionable ad campaigns or controversial company statements. Some, like McDonald
’s, attempted good-natured social media campaigns that simply took unexpected turns. Others, like StubHub’s and KitchenAid’s Twitter accounts mistakenly send out shocking tweets. If there’s one lesson to take away from this year’s fails, it’s that brands need to be particularly careful when it comes to tying a promotion or post to a big, public event....
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A No-Disasters Checklist!
February 22, 2010
From Denny Hatch's Business Common Sense
When I read the review of “The Checklist Manifesto” by Dr. Atul Gawande, I ordered it on my Kindle.
Three minutes later I was totally hooked—engrossed in graphic descriptions of hospital emergency rooms where patients’ lives depended on split-second decisions by health care professionals operating as a team and guided by mental checklists. If they ignored a step or failed to communicate, the patient would assume room temperature—forever.
The author’s argument is simple: Checklists in this complex, high-tech world are indispensable.
It occurred to me that some years ago I created a checklist for direct marketers, and that it was currently residing on my Web site, www.dennyhatch.com. Given my newfound interest in checklists, I decided to revisit it. The thing was OK as far as it went, but woefully inadequate. So I reworked it.
I believe the revised and expanded checklist that follows will be useful to the 20- and 30-something newbies entering this business who are handed decision-making authority beyond their experience.
It's also invaluable to us addled seniors, who tend to forget things.
How to Prevent an Email Campaign Epic Fail
September 14, 2011
From Today @ Target Marketing
If you want to meet people at a fancy cocktail party, you don't come wearing a Hawaiian shirt, shorts and flip-flops. People will either ignore you or have you physically removed. Email marketing campaigns without best practices risk the same sorry result. You dress your email up in a Panama hat, send it to the crowd you thought might work, and realize too late that it crashed the wrong party. Now that's embarrassing. Here are the five best practices you should employ to make your email campaign turn heads—in a good way.