The Habitat Top 10 Twitter marketing blunders
Habitat was responsible for the most recent high-profile Twitter fail, hijacking popular hash tag topics in its Tweets on unrelated topics to try to garner as much attention as possible. Its worst stumble was the use of tags related to the violence happening in Iran – in between the tweets expressing support and updates on what was happening, Habitat updates appeared telling everyone about its latest offers and competitions. When various irate users pointed out their mistake, the company deleted the offending tweets and continued as though nothing had happened. A couple of days later, it apologised and said the offending tweets had not been authorised by the company.
Twitter is supposed to be an intuitive technology, easy to get the hang of and proving its worth the more you use it. But on Twitter, as on many social media sites, users seem to exist in one of two camps – those who get it, and those who don’t.
There are celebrities who don’t follow anyone, treating the site like a broadcasting service and apparently finding not one person interesting enough to follow. There are companies and publications who only update on their new products, or stories, apparently unaware that the real point is engagement.
And then there are those who get it spectacularly wrong.