The Fyre Festival disaster refuses to go away. This monumental disaster failed at all levels, including incorrectly using social media services to promote the event. But, it’s back in the headlines again because of the sheer scale of the blunder it made and because of the lawsuits and fraud. So, how do you use social media services correctly so that you can avoid this?
Well, the first interaction with your audience/consumer has to be a positive one. You always want to make a good first impression. But, that only gets your foot in the door. It’s how you use social media services that will determine how much farther you can go.
There are also a lot of social media platforms out there that can amplify your customers praise or criticisms. Previous customer experiences with your brand can be a first impression for someone else. So, it crucial that you create a positive brand image that can handle criticisms well.
The Fyre Festival is an interesting case study because it succeeded as a marketing campaign, but failed everywhere else. The reason why it could be a social media success story is because it got people to show up to the festival, the first festival ever, mind you. Everything was evidently poured into digital marketing because as we know now, the festival became a nightmare. However, it did show us how influencer marketing works.
They chose to promote their brand online using social media to propel ahead this myth of the ultimate experience. They were able to tap into peoples desires about wanting to live the lifestyle of the rich and famous. By being able get social media influencers on board to help pitch their festival to the masses, they were successful in garnering brand awareness.
However, nothing could be further from the truth when it came to the actual festival. Take a look below on how you can avoid these mistakes.
- Shrugging Off Responsibility
Ja Rule, co-founder of the Fyre Festival, did apologize, but he also claimed it wasn’t his fault. This basically tells your customers that you can’t be trusted because when it’s clearly your fault, you don’t own up to it. Instead, brands should apologize and recognize the problem. Then, they can try to correct it. Don’t replicate Ja Rule’s apology or even United’s CEO, who had to issue an apology for his apology.
- Don’t Lie
As we now know, the promotions were built on lies because none of it was ever realized. Customers were misled and that is an absolute no-no.
- Openly Communicate
If there is a problem, address it and let people know you are investigating into the matter. Don’t lie and say you know why so-and-so occurred if you do not. This will only hurt your credibility and cause your brand to lose customer confidence.
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