There are many social media campaigns that have gone wrong for a variety of reasons. Best practice when running any campaign requires both an awareness of what is happening in the broader context and a risk mitigation strategy. Some companies have asked us about integrating social media, mainly a Twitter feed, to their website homepage. There are a number of positives of doing this (especially for engagement), but also some pitfalls – as Vodafone found out (who were not moderating social media feeds).
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