Find out how to master the art of social media content creation using the latest available tools and determine what type of content makes your audience tick! Normally, Dove is known for empowering women and focusing on natural, realistic standards of beauty. Apart from that, the campaign was condemned as inappropriate propaganda, and perhaps it was. Then the U.S. Air Force came in and really crossed a line. The previous examples show: Even large companies with well staffed social media departments are not protected from campaign failures. There's a reason you don't see Marlboro promoting cigarettes on Twitter. Even with the apology usage of the app is still on the decline and taught us the valuable lesson to be careful of crossing the line between funny and hurtful. We'll never know how. After receiving backlash from women of all races saying the ad made them angry and uncomfortable, Dove removed it from Facebook and released this statement: As we’ve seen with all the other ads, the apology doesn’t do much but the ad does teach us to always review your content through a critical lens. The Melbourne Cup's fail was similarly predictable, but the owner of Tom Waterhouse and SportingBet wanted social media engagement too badly, it seems. Starbucks has been the center of a couple controversial stories recently, but this campaign is more focused on a less controversial post. John Becker In this case, IBM should have asked a few women for their opinion beforehand. In a tweet, that has since been deleted, they said “, But the lesson still stands: Be careful about what and how you, The company has been standing on its Real Beauty platform for over 10 years and, most of the time, it’s proven successful. So they've introduced a #PaidMyDues campaign, whose point was to tell real-life stories about the triumphs over adversity, with the most inspiring stories being reinterpreted by a variety of artists during a six-hour live event. When brands put a wedge between themselves and their followers, you can bet everyone is going to be talking about it. 1. Read on and enjoy the worst things that happen to the big and rich companies online. Apparently, it went through 5 layers of approval before being accepted. The New York Times is known for being one of the top newspapers in the world, but that doesn’t mean it’s exempt from some social media fails. We will help you: download our free eBook “The Art of Social Media Content Creation” now and learn how to successfully plan, create and publish content. Have others outside your company review it before posting to make sure it doesn’t come off like an inside joke or weird riddle. Ramona Sukhraj Not every product is suitable for funny snapshots and not every company is suitable for WorldPhotoDay.