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Likeable Social Media, Third Edition: How To Delight Your Customers, Create an Irresistible Brand, & Be Generally Amazing On All Social Networks That Matter, 3rd Edition
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Likeable Social Media, Third Edition: How To Delight Your Customers, Create an Irresistible Brand, & Be Generally Amazing On All Social Networks That Matter, 3rd Edition

by Dave Kerpen
February 2019
Beginner content levelBeginner
304 pages
7h 3m
English
McGraw-Hill
Content preview from Likeable Social Media, Third Edition: How To Delight Your Customers, Create an Irresistible Brand, & Be Generally Amazing On All Social Networks That Matter, 3rd Edition

CHAPTER 16

Images

Admit When You Screw Up, and Then Leverage Your Mistakes

On June 3, 2010, LOFT, a clothing brand owned by Ann Taylor Inc., posted pictures of a tall, blonde catalog model in the brand’s new silk cargo pants on its Facebook page with a click-to-buy link in the caption.

Nothing about the post was uncommon in social media, and it certainly was not uncommon for the fashion industry. But for whatever reason, fans responded particularly negatively to this post. While many fans acknowledged that the pants looked good on the model, they complained that the pants were “not universally flattering” and would “look great if you’re 5 foot 10 and ...

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Publisher Resources

ISBN: 9781260453294