It is becoming more instructive to see how not to run a social media campaign than how to pull off a successful one. The latest object lesson comes from Dunkin’ Donuts, which was promoting its free iced coffee day — “the kind of promotion that generally creates a lot of positive feedback in fans both online and off,” notes Inquisitr.
Dunkin’ Donuts Facebook wall, however, was inundated with fans complaints who felt misled by the national promotion only to find that the offer was good at a few select locations. And even in those locations, some freebies were not available.
Faux Pas
Most social media errors we see on the part of brands has to do with unfortunate, off-the-cuff comments by a company. Dunkin’ Donuts, though, serves as a reminder that brands have to take care of the basics: if the promotion is good only at select locations, then please say so clearly. If not, your fan base will let you know.
