Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:
 

free

 
By Thomas Baekdal - September 2010

Social Spamming a Disaster

Updated: As you are probably aware, there were a big gas explosion and ongoing firestorm in the San Francisco suburb San Bruno. It is a terrible tragedy, but that didn't stop a local coffee shop from taking advantage of the whole ordeal by to promote their shop.

A short while after the explosion, they tweeted:

Not surprisingly, people's reacting was prompt and immediate, with tons of angry tweeters telling their friends to boycott them.

Onyx first tried to correct their mistake (quite badly). By tweeting "A lil hott from the fire in San Bruno?? Come cool off with a drink at Onyx Cafe!! here to discuss the fire!"

...but later had to close the shop.

Now this is another obvious case of how not to use social channels. You simply do not take advantage of a disaster. If people are suffering, you help them. You don't ask them to come and buy your products.

What Onyx Cafe should have done was to open up the coffee shop as a relief center. Give people a place to stay, find their friends - and don't ask them for money. Give away all your coffee or cold water for free to whomever needs it.

Disasters are not marketing events!

People remember those who tried to take advantage of them in a time of need, and they also remember the ones who stepped in to help.

--

Update: Onyx Cafe make amends for yesterdays blunder. First apologizing, and later offering to match people's donations to the Red Cross.

 
 
 

The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé

 

—   thoughts   —

free

thoughts:
More studies that don't mean what we think they mean

free

thoughts:
The thing about Facebook and political advertising

free

thoughts:
The Original Cookie specification from 1997 was GDPR compliant

free

thoughts:
The thing about the EU copyright law and Google refusing to pay

free

thoughts:
Drive-by awfulness on Twitter

free

thoughts:
Let's talk about that thing with Chrome Incognito Mode and Metered Paywalls