Case study: When to stop selling on social media

“Do you have insurance? ‘Cause if you do, you can always use a little more. Am I right or am I right or am I right?”

Don’t be this guy. The guy who treats every conversation as a chance to sell something.

Our MCOM 341 book Content Rules advises “share or solve, don’t shill.” Our MCOM 333 book, Likeable Social Media, expands on this: “Social media should not be used as a means to selling your product, brand, or company, it should just simply make it easier and more appealing for them to buy.”

Here’s a corollary: When a major, life-threatening storm is hitting the most populous area of the country, take a break from selling to express a little empathy:


What not to do has is reporting on several offensive sales Tweets published during Hurricane Sandy from both American Apparel and the Gap. Here’s a sampling of the controversy:

How should an organization respond to its own offensive Tweet?

See what Kitchen Aid did.

Other Sandy links


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