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When Being Clever on Social Media Backfires


“Because no one’s ever turned down free pizza,” said the Blaze Pizza Facebook ad. Scores of hungry Blaze followers clicked on the link, only to be disappointed that the ad was nothing more than a ploy to sell gift cards.

Not exactly the crime of the century, but it didn’t sit well with many, leading to dozens of angry (bordering on irrational!) comments.

There is no shortage of more severe examples. However, the Blaze “fiasco” is a simple reminder of how a campaign can go wrong if you don’t remember the single most important word in social media marketing: authenticity.

Mike Trainor, S&A Communications

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