Challenges A Social Media Campaign Might Face
To run a successful social media campaign, you need to have the right people on your team as well as know the message you want to get across, as well as setting goals and objectives for the campaign. You can have a great product and a very popular social media campaign, but some problems can arise. I think the biggest challenge to an effective social media campaign is when a crisis arises. It can be a disgruntled employee, an upset costumer, or maybe just mistakes in judgment throughout the campaign.
A great example of a successful social media campaign that hit a minor road bump is the release of the Cool Ranch Doritos Locos Tacos from Taco Bell. Released earlier this year, the taco was a highly anticipated product for Taco Bell. Initially, the campaign was very successful with Taco Bell stating that it would be the largest marketing campaign to date surpassing the launch of the original Nacho Cheese Doritos Loco Taco. “Cool Ranch Doritos Locos Tacos have been one of the most anticipated new menu items we’ve launched, and will be the biggest in our company history,” stated Rob Poetsch, a Taco Bell spokesman “We’re pleased with the overwhelmingly positive reaction from our fans, in fact, we’ve seen twice as many social media conversations in the first few days we launched.” (MSNMoney, Sept 2013).
Here is one of my favorite commercials from the Cool Ranch Doritos Locos Tacos campaign:
The Taco Bell campaign however successful, still got into a bit of a pickle right before the release. Taco Bell posted a message on their Facebook page stating that the Cool Ranch Doritos Locos Tacos would be released a day early. Fans immediately reacted to the news and the post received close to 100K “Likes”. The problem was that once customers went to their local store, there weren’t any tacos available. The tacos not being available understandably upset the customers and fans.
This can be a big challenge for a company because it can stump the momentum of an already successful campaign and overshadow the overall message and product. Luckily, Taco Bell was quick to issue a statement and the Cool Doritos Locos Tacos launched as planned the next day. Disgruntled customers seemed to be quickly appeased and all has seemed to be forgiven. The prompt statement from Taco Bell and the following release helped this tiny crisis blow over.