5 Social Media Marketing Mistakes Even Big Brands Make

Social media is exciting, fast-paced and fuelled by creative leaps. However, even the most seasoned marketers at major global brands can—and often do—get it wrong.

Consequences can be huge.

One misstep can spiral into a PR crisis, while a tone-deaf tweet might unravel years of brand-building. The internet has a long memory and is a repository of tales of poorly timed promotions and hashtag disasters.

But there’s value in mistakes—especially when you’re learning from others. Here's a look at five critical social media marketing mistakes even big brands make and key lessons you can use to reinforce your brand strategy.

1. Misusing Trending Hashtags Without Understanding Context

Riding the wave of a trending hashtag can give your post a major boost—but only if you understand the conversation you’re entering.

Case: DiGiorno Pizza’s #WhyIStayed Blunder

In 2014, DiGiorno Pizza tweeted “#WhyIStayed You had pizza,” aiming for a humorous, brand-forward post. What they missed? The hashtag was being used to share intimate stories of domestic abuse. The backlash was swift and intense.

DiGiorno quickly deleted the tweet and issued a public apology, explaining they hadn’t researched the hashtag first.

Takeaway: Never hijack a trending topic without fully understanding its meaning and emotional undertones. Always pause and research before you post.

2. Lacking Cultural Sensitivity or Awareness

Tone-deaf content doesn’t just harm engagement—it can spark boycotts and damage brand equity. In the global marketplace, cultural nuance is not optional, but an essential.

Case: Dolce & Gabbana’s China Campaign Controversy

Dolce & Gabbana released an ad campaign in 2018 featuring a Chinese woman awkwardly eating pizza with chopsticks. Intended as humorous, the ad was widely perceived as racist and patronizing. The fallout? Chinese celebrities boycotted the brand, and a major fashion show in Shanghai was cancelled.

Takeaway: Always involve diverse voices in campaign planning and creative review—especially when marketing to international audiences.

3. Overpromising and Under-delivering

A common temptation for brands is to make bold gestures on social media for virality—but not follow through. This tactic might earn a moment of attention but can seriously erode consumer trust.

Case: BMW and the TikTok Influencer Backlash

BMW USA’s posts on social media seemed to imply that they would gift TikTok star Reesa Teesa a car after her 50-part video series went viral. The internet celebrated—until BMW failed to deliver. The silence that followed left fans disappointed and triggered some reputational damage.

Takeaway: Don’t make grand gestures for likes unless you’re 100% ready to deliver. Virality fades, but reputation blemishes linger.

4. Posting Promotional Content During Crises

When the world is in turmoil, audiences expect empathy—not sales pitches. Brands that appear tone-deaf during crises can lose respect and relevance instantly.

Case: Gap’s Tweet During Hurricane Sandy

As Hurricane Sandy hit the US East Coast in 2012, Gap tweeted: “Stay safe! And if you’re bored during the storm, shop online at Gap.com.” What seemed like light-hearted marketing landed as exploitative, with users criticising the brand for profiting from a disaster.

Takeaway: In times of crisis, shift your strategy from promotion to support, solidarity, and service. Pause scheduled content and respond with compassion.

5. Ignoring Audience Engagement

Social media is not a one-way broadcast platform—it’s a conversation. Yet many big brands still ignore comments, fail to respond to complaints, or skip out on building genuine connections.

Case: Brand Apathy and Lost Loyalty

Across industries, from airlines to luxury brands, companies that treat social media as a billboard rather than a dialogue lose more than followers—they lose customer loyalty. According to a Sprout Social study, 68% of customers expect a response from brands within 24 hours—yet many are left unanswered.

Takeaway: Engagement is more than replying—it’s about listening, empathizing, and acting. Treat every comment like a window into your customer’s experience.

Dove's Misinterpreted Facebook Ad

In 2017, Dove posted a Facebook ad showing a black woman removing her shirt to reveal a white woman underneath. The ad was widely interpreted as racist, leading to significant backlash. Dove apologised and removed the ad, acknowledging the need for more thoughtful representation in their marketing.

Relevance is key

Even brands with massive budgets and teams of experts stumble on social media. The digital stage is fast, loud, and unforgiving. But each misstep offers a lesson for those willing to listen.

The key takeaway? Relevance and relatability now matter more than perfection. By staying culturally aware, keeping promises, responding with empathy, and treating social media as a relationship—not just a megaphone—brands can build credibility and resilience.

In 2025 and beyond, the smartest brands won’t be those who post the most—but those who connect the best.

At TIC, we have over 25 years of experience building and supporting corporate brand narratives, from blogs and media articles to social media and internal communications. Give us a call.