I can not stress more, the importance of doing your due diligence before starting a Social Media campaign. Everything may go smoothly after launch, but don’t be blindsided if things do not go as plan.
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Rather, have a crisis management plan in place for everything you think could go wrong. A great example we can all learn from, in regards to the importance of having a crisis management plan in place prior to launching your Social Media campaign, is the recent McDonald’s #McDStories Twitter campaign. McDonald’s Twitter campaign did not evolve as planned and the lack of a crisis management plan made the situation even worse. Check out the LA Times article about the campaign: McDonald’s #McDStories Twitter marketing effort goes awry