The Twittersphere embraced the oil company's supposed foray into social media. The problem was, “Janet” – who was posting as an Exxon employee – was actually a fake. Exxon missed a social media opportunity because it had engaged followers, but then closed the Twitter account without launching a legitimate one.
By now, companies and organizations should have learned their lesson– don't ignore bloggers. Target created a firestorm earlier this year when it brushed aside a blogger's inquiry because of the company's policy of not dealing with “nontraditional media.” The retailer has since reconsidered its policy, but for some, it was too late.
The FDA has yet to fight back against FDA-blog.com, a fake blog launched by disgruntled former staffers. It is understood that the FDA has to deal with certain regulations, but the organization is letting its naysayers control the conversation.
The iconic brand botched its attempts at creating an online community when it came to light that joining “My SHC Community” installs spyware that monitors users' Web habits. The company's Facebook page hasn't worked much better; dissatisfied joiners mostly fill its wall comments.
5 Johnson & Johnson
Between an unfunny and, to some, offensive “Motrin Mom” ad that set Twitter afire, and a Camp Baby event for mommy bloggers that didn't allow children, J&J really floundered in its outreach toward this influential Web demographic.