Social Media vs Ethics

Social Media vs Ethics

As I have mentioned a few times before; social media is a critical part of digital marketing.

I am also a massive advocate of ethical practices and corporate social responsibility. It’s great for companies to do well and make a profit, but they need to be acting responsibly and not doing more harm than good.

It might be strange to think that social media and ethics are relevant to each other but it is more important than ever in this digital age to act ethically – otherwise you will have a horde of twitter trolls coming after your business. And that’s never pretty…


For many businesses new to social media (some being run by marketing managers who also act like they are new to social media – and all human interaction in general) the Communications Council (the peak professional body representing companies in the Australian advertising industry, if you didn’t already know) have created a Social Media Code of Conduct for your enjoyment/light reading/Sunday afternoon fun.

But let me simplify and summarise it for you here (there are a few rules you need to follow):

1.                     Have a Crisis Management Plan 

Something will go wrong. Hopefully not, but chances are it will. When that happens don’t be that company left floundering – create a crisis management plan before you begin! More useful info on social media crisis management here.

2.                     Be Transparent


Lots of companies think they can get away with this, but the average consumer and social media user wasn’t born yesterday. If you are posting about brands or campaigns “always be open and transparent about who you work for, who you represent or who you may be speaking on behalf of”.

My roommate recently had a lot of trouble with a sporting merchandise manufacturer. She had not looked up reviews before placing her order and after the troubles started and the ACCC got involved she decided to see what other people had said about the company. ALL the other reviews on many different sites were absolutely shocking with similar complaints – except for one 5 star review from a guy called Iman. His review not only sounded clunky and fake – his name was very similar to the manager Ivan who she had been having trouble with. I’m not suggesting anything…. I’m just sayin’


3.                     Be Accurate

This one is surprisingly simple and probably the most overlooked. I get it, you have a bunch of posts to do, people to respond to – you’re busy so you cut corners. As we found out back in my first blog when Coke messed up a map of Russia, people can get reeeaaallll mad!

It’s ok though, mistakes happen. Just correct it promptly. “It is important to reference the earlier comment because even if the erroneous comment has been deleted, someone may have saved it as an image or other format to use as evidence”.

4.                     Be Professional

Just don’t be a tool when posting. You are representing a company – so act like it. Don’t make the internet an even worse place, always be polite and respectful of individuals’ opinions, especially when discussions become heated.

5.                     Be Fair and Respectful

This is also surprisingly common sense but often forgotten. Always be respectful of all individuals and communities you interact with in social media. This goes back to number 4 – don’t be a tool! It’s pretty simple people.


6.                     Be Careful

This is again super relevant to my first blog on social media – in particular the infamous #YourTaxis debacle. Just be careful when posting anything (content or comments/retaliations) that can damage the brand’s reputation. In particular watch out for exaggeration, colourful language, derogatory remarks or characterisations. “Do not post content that is obscene, defamatory, threatening or discriminatory to an individual, brand or entity”.

7.                     Be Responsible

This is a given whether you are representing a brand on social media or not – abide by the terms of use of the social media platform.


8.                     Be Smart

You may be starting to see a pattern here. A lot of these ‘rules’ are things that we may find super common sense – but as with most common sense things, it is really surprising and often outrageous when people ignore it.

When posting for a brand (and yourself for that matter) if it best to respect intellectual property – in particular trade marked names, slogans and copyrighted material. Don’t post it if it would be considered dodgy and always have permission or at the very least properly attribute the work to the right owner.

9.                     Be Aware

Similar to the issues surrounding copyrighted materials, be aware of confidentiality. “Only reference information that is publicly available. Do not disclose any information that is confidential or proprietary to your organisation, its clients or any third party that has confidentially disclosed information to you”. This can include brand performance, business forecasts, strategic plans, trade secrets or any legal information.



There you have it! I hope you have liked my brief blog series on Digital Marketing, I have enjoyed writing about it – and finding all those fabulous gifs. Please do comment on any of my blog posts and go forth and market digitally! 

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Trending: #SEO

Trending: #SEO

Marketing is full of acronyms.
BR, CMS, COS, CPC, CPL, CR, CRM, CRO, CTA, CTR, DM, KPI, PPC, PR, RSS, SMM, WOM; I could go on and on. But today I want to focus on SEOs.

SEO – Otherwise known as Search Engine Optimisation’ is a technique that marketers use to rank their websites higher in organic (unpaid-for) search results via search engines like Google, Bing and Yahoo…. just kidding – who intentionally uses anything other than Google?

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Marketers (and your average savvy website manager), can improve their listing on the Google search-results by “modifying their site codes to make them more relevant and therefore more search-engine compatible”; basically it uses both technical coding and creative elements including the words on the web page, the way that other websites link to yours, and even just making sure your site is “structured in a away that search engines understand”.

But like everything in digital marketing, SEO is ever-evolving…

Here are 5 current trends in SEO marketing to look out for:

1. Social Media

We could see this one coming, as more and more brands jump on the social media and user-generated-content bandwagon OF COURSE social media content will become more important with improving SERP status (that is search engine results page). I mean 76% of marketers are already using social media posts to boost their SEO, why aren’t you?


2. Mobile-Optimisation

You heard it here first folks! Well maybe you already guessed, but another big SEO trend for 2016 is that mobile-optimisation will overtake desktop-optimisation for importance. I’ve already discussed the importance of #MobileMarketing before, and as we know more and more people are using their mobile to surf the web. In fact, this year for the first time ever, mobile searches surpassed desktop web searches! Therefore it is really important for your brand to have a great and FUNCTIONAL mobile site!!


3. Bigger is Better

We are the generation of short attention spans right? TL;DR. Well actually, while a few years ago a ‘long’ webpage had about 300 words on it; more and more articles between 1,200 and 1,500 words get more traffic and therefore do better with SEO. It may seem daunting for some people to commit to reading 1,500 words (that’s kinda like an essay, right?), it can help if you break up some articles with subheadings and bullet points and images/videos…. kinda sound familiar? (ME! ITS ME! I ADD GIFS! PLS READ MY BLOG!). There are several reasons for this; we are way more interested in long-form articles than we give ourselves credit for; because we are so interested, Google starts to prioritise these pages; longer articles also have more words and images to rank .


4. Talk the Talk

More and more people are using Digital Assistants like Siri, Cortana and Google Now to search the web. This creates a whole new way these search engines look for something as spoken queries are generally formatted very differently to typed queries, mimicking the spoken word. Unless you are this amazingly polite grandmother from the UK:

Nevertheless, Digital Assistants seem like they’re here to stay (and improve) so we need to change our perception on how people search the web and be more willing to include colloquial, and general conversational content. YA DIIIGG??


5. Local is the new Global

As well as globalisation there is also a reverse trend towards localisation. You know, the whole paddock to plate, buy local etc etc thing.

Image result for farmers markets meme

It makes sense, it would be best for local businesses to be found on SERPs by local people. When you look for a Japanese Restaurant to eat at you don’t just search ‘Japanese Restaurant’ you add your suburb or at the very least your city (depending on how desperate for Japanese food you are…. and the answer is always very). These local searches also relate to our #4 trend of using digital assistants as people are quite likely to search on their phones for local businesses while they are out (and driving) in that locality. The most important thing for your business to be found locally is to be listed on Google Maps. It’s a super simple process involving a Google account for your business and an address!

So as we continue to advance re: technology and digital marketing; there will be a lot more that marketers need to consider such as SEO and app integration, multi-dimensional technology, various content (images, videos etc.) and of course; as I discussed last week, The Internet of Things.

How important do you think SEO is for digital marketing? Or do you think there are plenty of other things that marketers should be focusing on instead?



Internet of Things…. what’s that now?

Internet of Things…. what’s that now?

I have a confession. I was stupid enough to download some podcasts on my phone assuming I was connected to my houses WiFi when I wasn’t. The result? I ran out of data with 2 weeks left on my mobile plan cycle. THIS IS LITERALLY THE WORST THING EVER!

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Okay, so that may have been an over-exaggeration/major first world problem – but seriously, when did our phones become waaayyy more useful as internet devices than actual… phones?


The internet has become an essential presence in many of our day to day lives. We feel lost without it. Remember the days when we had a question and had to ask our DADS?? Okay, so I still do that, but now I can also Google it to see if he really knows or just made up some answer to sound smart (about 50/50 I estimate).

You would be forgiven 15 years ago for not knowing what a smart phone was. Just like you can be forgiven today for not knowing what The Internet of Things is. But believe me, in 10 years or so you will not know what you ever did without it.

We all know that the internet is *magic* (*code for ‘I don’t know how it works’). It has the power to bring people together in ways like never before – I mean the ‘Cool Pope‘ recently met with Mark Zuckerberg (don’t pretend you don’t know who that is) to discuss plans to bring the internet to THE WHOLE WORLD! That is seriously awesome!


So what exactly is The Internet of Things (IoT)? To be technical about it, the IoT is defined as “a system of interrelated computing devices, mechanical and digital machines, objects, animals or people that are provided with unique identifiers and the ability to transfer data over a network without requiring human-to-human or human-to-computer interaction”. All that tech-talk basically means that everyday objects have the ability to be connected to the internet and therefore to communicate with other objects and human beings. 

Virtually anything you can think of could possibly be achieved with the IoT. It helps to explain the IoT with an example. Just imagine that you have a heart problem – a monitor is inserted just like a pacemaker but can connect to an app on your phone so you can monitor it in real time, it could send information on your heart to your doctor or family members and could even help predict future problems before they arise. How incredible would that be! We have come a long way.


While things like this may seem a long time away – we are actually closer than you may think. There already exists items that are a part of The Internet of Things; and who do you think are one of the first groups of people to jump on board? That’s right: MARKETERS.

There actually some products that are all about the IoT; one very common one are fitness trackers such as Garmin Watches and FitBits. These trackers are worn (usually around your wrist like a watch) and monitor heart rate, exercise, sleep and more; providing you (*and potentially other companies – did you read the T&Cs?) with the data through their relevant apps on your phone.


While I don’t have a problem asking someone where they got a particular item of clothing if I love the look of it (I just assume they take it as a compliment); I know some people (read: my sister) get a little awkward about it. Now imagine what a great marketing tool it would be to combine the IoT into clothes and have an app on your phone where you could (not too creepily) scan someones outfit and find out where they got each item and if there are multiple outlets, which is cheaper and the store locator/website links for each!


Or you know when you go to the supermarket and you forgot your list and you JUST KNOW that you have forgotten something that you need. Well never fear, in the IoT, there are sensors in your fridge and pantry that can tell you what you have run out of and whether your milk is almost empty; or when you are walking around trying to think what to get for dinner, that you already have some mince and tomatoes at home so how about you get some burrito wraps and other filling items or some pasta sauce and pasta for spag-bol? The possibilities for marketers and consumers alike is ENDLESS!

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Now I could go on all day about the amazing potential of the IoT and things that we should also be wary of – but I wont. Instead if you find this as fascinating as I did, have a look at some of the YouTube clips I’ve embedded below and let me know what you think!

Is this amazing? What else could marketers do with the IoT? Should the general public and consumers be worried though? What potential privacy implications do you think everyday people may have to face in the future with the IoT?


Internet of Things Videos 





Mobile Marketing: Do it right!

Mobile Marketing: Do it right!

We all know how smart phone dependent our society has become, particularly, I would say, in the last 5 years. You notice it most when you inexplicably forget/lose your phone and have to function a full day without it; or when you tell a child there was a time before Instagram and Candy Crush and see their look of horror; or when you receive Snapchats from your parents and Facebook friend requests from your grandparents.

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Mobile marketing, shockingly enough, is any type of marketing that is through a network that consumers connect to with their mobile device, be that a phone or tablet.

It pretty much goes without saying though how important mobile marketing has become and how it is most likely the future of all marketing. It enables marketers to ‘personalise’ their message to each consumer – yet on a mass scale. It also allows the creation of branded user-generated content which can have a greater impact on consumers.

Or just become a bit of a joke like some ridiculous Snapchat filters:

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featuring Creme Eggs,
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or Skittles

Mobile marketing is just like a relationship with Anne-Marie… If you’re gonna do it, do it right!

(Do you really want to be that lazy company whose ad comes up to annoy a person right after they die in Candy Crush?)

 So take it from these brands and their creative ways to get you hooked via your mobile…

1. IKEA’s Augmented Reality App


We all know about how the IKEA catalogue has more copies printed each year than the Bible (which is no mean feat). But a paper catalogue can only get you so far in picking out furniture. This is where the IKEA app comes in handy.

All the customer needs is a smartphone or tablet with the IKEA Catalogue app installed on it (for free) and a paper copy of the IKEA catalogue (can’t let the Bible win now can we?).

The customer simply puts the paper copy of the catalogue where they would like the new piece of furniture to go (for size reference) and the app digitally imposes the product onto the camera so you can get an idea of what the couch/bookshelf/table/etc will look like in the space. Genius. And simultaneously saving you from dreaded IKEA-fight with your partner.


2. NIVEA: Protecting Brazilian Children

Now I love it when a marketing campaign is not only innovative but comes up with something altruistically beneficial to society. That’s what the Nivea Sun Kids Campaign achieved.

Nivea ran print adverts in Rio De Janeiro magazines with detachable ‘wrist bands’ that fit around a child’s arm. The parent downloaded the associated app which communicates with the wrist band and the app beeps to alert the parent when the child strays out of the radius designated by the parent.

This brilliant campaign emphasised the core message that Nivea wanted to express – that they protect your children from wandering off and their sunscreen protects their skin.


3. AUDI Saving Your Phone Battery, One App at a Time

What list of marketing campaigns would be complete without one from a car manufacturer?

The short lifespan of smartphones is an absolute buzzkill! Remember when you only had to charge your Nokia once every 3 days?! That is why more and more task-killing apps are being downloaded on Androids to try and save your battery.

Audi decided to get in on the action while promoting their stop-start technology – where the cars engine turns off when the car stops and restarts when the driver is ready to go. The app runs off the same principle, it lets you know when there are unused apps running in the background of your phone and you can use the stop-start button to turn some of them off.

What are your thoughts on this type of marketing? Does it really resonate with consumers more than your average print of TV ad campaign?


P.S – Love your Snapchats Mum and Dad… Keep ’em coming!



MTurk and ethics: Do they fit?

MTurk and ethics: Do they fit?

Ok guys, stay with me here. I’m going to talk about Marketing Research and in particular Amazon Mechanical Turk (MTurk from now on) and some problems to watch out for.


So to a lot of us this stuff may sound super dry and you will be reading this like

Ugh why should we care about research and data?

But this stuff is actually pretty important. As a marketer, no matter how well you think you know your customers, chances are there is still a lot you can learn about them that can help with important decisions. The importance of prioritising market research is widely acknowledged within the marketing profession but it can be hard to convince others, especially considering effective market research can be a very costly exercise.

Three common reasons why businesses fail to effectively implement market research are:

  1. Senior management doesn’t understand the value and therefore doesn’t consider it a priority or use it correctly.
  2. Differing resource issues such as lack of time/motivation/money and technology
  3. Problems with the quality and quantity of the data

Thanks to the new amazing world of technology and the internet market research has evolved a bit more from mall-intercepts and mail-surveys. Now you can do surveys online for money!!! Ok so when I say money I’m talking like 50c a survey or some ridiculously low price but if you want to spend your days completing online forms then there is some cash dollar to be made.


MTurk is one of these places where you can complete a “Human-Intelligence-Task” (HIT)- say, a market research survey – and get paid real money (can confirm. Not Monopoly money). MTurk and other companies like it have skyrocketed in popularity among researchers (from marketing to social sciences and beyond) and for good reason. They are a LOOOTTTT cheaper than other full service market research companies (only a few hundred dollars for a survey versus thousands from other agencies); they have access to a massive number of participants from different demographics; and they are quick and easy (making it a perfect tool for students/university staff without a huge research budget).


However as with many good things, there are some problems.

The biggest issue people have with MTurk is the data sample. People are (very legitimately in my opinion) asking

Who it is that sits around and fills out a whole survey for 50c?

The implication being that they must be real weirdos and not a very accurate representation of the general public.


As well as them being ‘super odd ‘people who enjoy answering questions for very little money the diversity of demographics may not be as great as implied. Most participants so far come from “Western, educated, industrialised, rich and democratic cultures” who apparently have unusual psychological behaviour in comparison to the other 88% of the world.

There is also a selection bias to contend with where the MTurk survey participants pick your survey out from a long list of potential tasks. Why? Perhaps they have a particular interest or added knowledge in your study topic and this may skew the results.

And while it is a lot cheaper that full service research firms (as mentioned earlier), the costs still do add up. It’s the ever dreaded drip-pricing. It is not just the price for each survey paid to each participant that you organise and pay. Amazon then charges a 40-45% fee on top, (20% base, 20% for batches with more than 10 HITs and another 5% if you use the ‘Masters’ – more qualified participants). So in the end each batch of HITs costs 3 to 4 times as much as your original estimate!


These are just some of the problems that may affect the data from the researchers side, but we must also take a moment to consider the problems from the subjects side which can create ethical dilemmas for researchers. When researcher  signed up to MTurk for a week to see what it was like he was shocked. After completing around 300 surveys over 25 hours Utpal found that he had trouble figuring out his hourly wage on the site. Once he did the math himself he concluded he was making approximately $3-$3.25USD per hour of workNow we know America has a lower minimum wage than we do here in Australia – but let me assure you it is still more than $3.25 an hour!


At this hourly rate and with all the other questionable aspects to sites like Amazon Mechanical Turk – is it ethically right to be getting data from this source or do the benefits outweigh the risks?




Anyone who knows me knows that I have a dog. She was the best impulse purchase ever, she is the cutest thing in the world and I could write this whole blog about her awesomeness.

As you may have assumed by now, she is also fairly spoilt. I’m not saying she only eats home cooked rib eye steak and gets carried around in a Prada bag (1. she wouldn’t fit and 2. I am a poor uni student and cannot afford Prada for me let alone her!) but she loves toys and I try and get her new things I think she might like when I can (read: all the time).

Australia has some of the highest pet ownership rates in the world with 60% of households owning at least one pet. As pets are more commonly becoming another family member, people are spending more and more money on them with boutique accessories, more premium food and supplements and gourmet/organic/paleo/vegan/gluten-free treats. Seriously. According to IBISWorld, the Australian Pet and Pet Supplies Industry is worth $4 BILLION in 2016 and continuing to grow every year!! That is a lot of dough!!


Now when I Bonnie arrived off the plane from Brisbane I knew she would take over my social media. I mean, how could she not?  Alas, not wanting to be THAAATTT person, I made her her own Instagram and thus became that OTHER person.

Little did I know back then but Instagram can be big business for some people, and even some pets. Some of these dogs have more followers than any of us can ever dream of and they are making a KILLING for it! Which, when you think about it makes sense seeing as social networking makes up over a quarter of all internet time. There is a whole world of potential marketing targets out there and more and more businesses are jumping on the bandwagon.

Many businesses (mostly pet-product related but also expanding into unrelated products depending on account popularity) utilise the large pet-loving communities on these Social Networking Services (namely Instagram in this case but also on many other platforms like Facebook and Pinterest) to target consumers directly via a Manufacturer Business Model with special focus on producing Brand Integrated Content (product placement) in conjunction with these #instafamous pets and their huge social media reach.

There are now specialised AGENCIES (and…) that focus on managing pet influencers and hooking them up with big brands for sponsorship deals. The Dog Agency manages some of the most famous pet accounts (such as The Dogist – who has 2.1 million followers and have also released their own Humans of New York style book) and has worked with brands like Google, Dyson, Ritz-Carlton and Nikon to name a few.

We all know (guessed) that insta-famous people get paid big bucks to hawk certain products but some of these insta-famous pooches with between 150,000 and 250,000 followers can make more than $3,000 (USD) PER POST!!! 


Here are 6 of the most famous Instagram dogs you may (probably will) recognise:

Menswear Dog

Followers as of writing: 277 thousand


Schtick: this dog is the most handsome model ever and has since scored big ad campaigns for the likes of Coach, Victorinox Swiss Army, Ted Baker, American Apparel, Brooks Brothers, ASOS, Hudson Shoes, Revlon, Todd Snyder and Purina (just to name a few)

Model/ Muse/ Magic ✨ #getmygoodside #bornforthis

A post shared by Menswear Dog (@mensweardog) on



Followers as of writing: 577 thousand


Schtick: a beautiful border collie with beautiful photos and her own ‘Find Momo’ book



Followers as of writing: 1.8 million


Schtick: just a super weird looking dog that got turned into a meme



Doug the Pug

Followers as of writing: 1.9 million


Schtick: ‘The King of Pop Culture’; costumes, hilarious captions and celebrity selfies – need I say more?

"Sorry @johnlegend but @chrissyteigen is my bae now" -Doug

A post shared by Doug The Pug (@itsdougthepug) on



Followers as of writing: 2 million


Schtick: another funny looking and adorable dog adopted from a shelter

Wow what a gr8 xmas gift tank u _______ (link in bio)

A post shared by Marnie The Dog (@marniethedog) on




Followers as of writing: 2.5 million


Schtick: This one I’m not too sure about. I think it just sits like a cat and is pretty cute in general?


Of course these dogs (and others like them) are in a league of their own. Menswear Dog listed above makes his owners about $15,000 a month from photo contracts, guest appearances and brand integrated content/sponsored social media posts. These cuties make so much money and it takes so much time keeping up their brand image that it becomes a literal full time job for most owners. And obviously the pet and the account becomes a brand in its own right. Worth it…?

Let me know what you think in the comments! An amazing and interesting new way to promote your brand or marketing gone too far?








The Big Scary World of Social Media

The Big Scary World of Social Media

Lets face it, there is the one moment that everyone has encountered. Where you have progressed to that stage of friendship with someone where you ask them for their Facebook details so you can make it official.

Then there is that one person. That’s the person who tells you that they don’t actually have Facebook.

What? Why? How do you know who your friends are? How am I going to be able to tag you in the comments of funny dog/cat videos now?


You look at them stunned in disbelief.

Is Facebook optional now?

These days that person is the outlier. Social media is omnipresent in Australian society today. The mind-blowing stats speak for themselves:

Social media has not just changed the global landscape of interpersonal connection. Now corporations can join in the conversation, giving consumers unprecedented access to the brands they love (or hate). There are obviously many upsides for brands to be engaging personally with their customers, least of which is the ability to find out what and how their customers think. And then there are many risks, such as finding out what customers really think. And of course the obligatory #fail on behalf of the marketing team.

Top Three Social Media #Fails 

1. #YourTaxis Backfire

Lets just say November 2015 was not a great social media month for the Victorian Taxi Association. Someone from the marketing team thought it would be a great idea to start a #YourTaxis hashtag to call for customer feedback and for people to share their (presumably positive) experiences of taking Taxis in Victoria.

Not surprisingly at all (because can you ever really trust Twitter?), the plan backfired with people sharing absolute horror stories of verbal, physical and sexual abuse they have suffered at the hands of Taxi drivers; disgustingly dirty taxis and the classic that most people have encountered – being refused a ride because the fare is too short.

And then it got worse…

The @yourtaxis twitter account thought it would be a great idea to get in on the spirit of Remembrance Day with this stellar tweet:

The tweet (which spelled Remembrance wrong) created even more backlash for the organisation, which then unsurprisingly fired the agency behind the campaign.

The Takeaway?

Don’t trust the Twitter-sphere to use your #Hashtags in the way they were intended

2. BlackBerry Blues

It seems that the only people who don’t know that BlackBerry is doomed in the world of iPhones and Samsungs, is BlackBerry themselves.

Or maybe not…?

It seems that some pretty cluey BlackBerry employees have already jumped ship.


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When even the @BlackBerry Twitter account is tweeting via an iPhone what chance is there of inspiring the masses to make the switch themselves? And all this AFTER the controversy surrounding BlackBerry Global Creative Director Alicia Keys tweeted from an iPhone after claiming she only uses the BlackBerry 10 (and then claiming she was “hacked”).

The Takeaway?

Its pretty simple really. If you are advertising a product, you should probably not use the competitors product to do it!

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3. Maps can change

Russians are generally more known for their serious manner and Vodka distilling skills than their love of slightly-ignorant jokes. And they DID NOT take it well when Coca-Cola decided to wish them a Happy Holidays with this Tweet.

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While to most people this picture of a snowy Russia may seem innocuous enough, the map is missing Kaliningrad, a Russian province along the Baltic Sea.

And to a lot of Russians, THIS IS A BIG DEAL.

This lead to a new Twitter campaign to #BanCocaCola in Russia.

The Takeaway?

If you are not that good at Geography that’ s fine.

That’s why there is GOOGLE!

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What are some of the classic social media #fails that you have seen? Does this do real damage to brand identity or is it simply forgotten by the next #KimExposedTaylorParty ?