Skittles' Homepage Gets Out of Hand

User-Generated Content Containing Racial Slurs and Profanity 

Skittles is known to be fun, new, and exciting. Being this as it may, in 2009, Skittles decided to change the content of their homepage through social networking sites.   

The new Skittles homepage became a "verbal gun-shooting" from social network user from Twitter and Facebook, hungry for fame. 

In a search for innovation, Skittles found themselves caught between this aggregation. The campaign became a mockery of the product.

Users were using the word "Skittles" on all of their posts that they wanted posted on the the Skittles homepage, containing racial slurs and profanity. 

They definitely went public!

Objectives: Skittles is searching for a way to connect through social media and engaging others to join in on dialogues. In a journey to become more popular and exciting, they seek business benefits through social media marketing.

Target Audience: Skittles is targeting a young and attractive audience who enjoy the taste of their product. They are seeking feedback and ideas for new and fun flavors. 

Issues / Opportunities: The opportunities area countless from becoming a social networking site. They run everywhere from customer feedback and promotions to customer service. Obviously, some of the issues are that they should not make their site a conversation and dialogue. 

Strategies: Skittles has already been through a rough patch through social media, they should reach out to different approaches to social media like a question and answer program.

Tactics: Keeping in mind that interactivity should be a main priority of social media networking is their tactic.

Measurements: An effective way to measure is to count their website visits, their followers, their tweets, retweets, replies, and favorites. 

Although Skittles was very daring and brave to be one of the first websites to go "live", they must take into consideration the reality of social media. They must be aware of interactivity and dialogue. 

 

    

 

Taste The Rainbow!

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