When social media backfires

Companies are trying to figure out how to increase their marketing reach through social media.

But in their haste to grab eyeballs, the slightest misstep can attract harsh criticism.

The latest misstep to make headlines and draw fire from netizens? A German couple's seemingly earnest offer to cook for Singaporeans in their home was revealed to be a marketing tactic by NTUC Fairprice to promote their new Finest food section.

It highlights a key rule set by media and public relations experts: Any attempt to use social media must be authentic.

Mr Lars Voedisch, managing director of social media and public relations consultancy PRecious Communications, tells The New Paper on Sunday: "People don't like to be deceived, especially on social media. You have to be authentic, relevant and transparent to avoid a sour taste among the people you want to engage."

Ms Belinda Ang, an independent social media consultant, says: "With social media, it's more difficult to tell what is real."

While some say there is no such thing as bad publicity, Mr Voedisch points out that "grabbing attention isn't everything. Once people feel deceived, it might backfire."

An example of such backfiring?

He recalls the Forbidden Love campaign by an insurance company. A Facebook page was created for a couple to garner public support of their May-December relationship. He was abruptly "killed" and hence the need for insurance.

Says Mr Voedisch: "People felt cheated because they thought it was a genuine love story."

Ms Ang also says that companies should be careful not to cross certain lines, especially in a cosmopolitan city like Singapore.

She refers to the "bear" campaign by Philips Electronics Singapore in 2010.

"It preyed on people's fears, all to launch a new shaver," says Ms Ang.

"But if it had released another video just hours after the first one stating that Philips was responsible, it could have been a success."

Instead, Philips had to apologise and was even investigated on whether the stunt was an offence of public nuisance.

Says Ms Ang: "Companies should be aware of cultural boundaries that they cannot cross. For example, playing on immigrant issues just for some shock factor is a no-no."

But some social media campaigns work, and Ms Ang points to the KLM Surprise video.

The Dutch airline tracked 28 passengers on social media and surprised them with personalised gifts.

The video, uploaded to YouTube, resulted in 5,000 more fans on KLM's Facebook page.

Says Ms Ang: "They reinforced their brand with a positive message, were open about it and this translated to more eyeballs."

Campaign fails

FAIL #1

"My friends are all dead..."

When: July 2013

What: A video of a young woman lying on the floor crying and fearing for her life prompted Hong Kong netizens to call the police.

An investigation followed.

In the video, the girl said : "I don't know what to do. My friends are all dead … I am sorry, mother, I don't know if I can see you again."

Fail: It was a guerilla campaign for horror movie Seven Things To Do Before Death.

The police traced the video to the girl's residence. She turned out to be a model and was taken in for questioning, along with the director.

FAIL #2

Breast cancer and purses

When: October 2010

What: In a very confusing idea, women made suggestive Facebook updates like "I like it in the kitchen" or "I like it on the dining table".

The idea was that inquisitive friends would find out that these women were actually referring to where they like to place their purses.

Fail: It was actually a campaign held in conjunction with Breast Cancer Awareness month, but no one claimed responsibility. It did succeed in sparking a debate about using innuendos with no connection to breast cancer awareness.

FAIL #3

Mark and Audrey: Forbidden love

When: April 2011

What: He was 23 and she, 47. Their families objected to the relationship, so they went online to garner support. Their Facebook page, titled "Calling out for blessings - Spread to your friends", got more than 3,500 "likes" and hundreds of comments. They also created YouTube videos.

Fail: In one video, "Mark" was seen going to pick up "Audrey". Towards the end of the clip, a screeching sound came on and his friends rushed out of their car.

The video then flashed this message: "Unexpected things happen in life. Be insured to have your loved ones assured." A disclaimer confirmed that the saga was a campaign, but no one has taken responsibility.

FAIL #4

Ulu Pandan bear

When: October 2010

What: A video of a "bear" along Ulu Pandan Road posted on Stomp.

Fail: Soon after the post, 12 employees of Singapore Zoo - one armed with a tranquiliser gun - rushed to the scene. Residents were worried and three members of a nature group spent hours searching a forest for the creature.

Philips Electronics Singapore revealed that it was a guerilla advertising campaign to launch a new shaver.

In a statement, Philips said the campaign was conceived by a social media agency and the animal was actually a person in a bear costume.

FAIL #5

Latvian meteor

When: October 2009

What: A student repor ted that a fiery meteor-like object had landed on a field outside the town of Mazsalaca in Lat via. He also uploaded a video of himself and his friends discovering a burning mass at the bottom of the crater.

Fail: Telecommunications firm Tele2 owned up to inventing the meteor scam to divert attention from the country's economic crisis.

But the stunt led to scientists, police and military units rushing to the scene to test for radioactivity.

The interior ministry of Latvia - one of Tele2's key clients - promptly cancelled its contract with the firm.

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