Dear Brands: Here's How to Avoid Screwing Up on Social Media

"Shame on you, AT&T." "Very tasteless." "Pathetic."

These were not the responses AT&T expected after posting its Sept. 11 photo tribute on Facebook and Twitter on Wednesday. The company miscalculated the public's reaction to a picture, which may have been an homage to this authentically touching 9/11 Village Voice cover. The image also continued a visual motif that the brand had used in preceding posts on Facebook

AT&T was hardly the only brand to weigh in on 9/11. Everyone from Boar's Head to the L.A. Lakers offered tributes, which were met by varying degrees of incredulity and disgust. As a journalist, I'm happy to see brands continue to screw up in social media. As a public service, though, I'd like to offer the following suggestions. Read more...