Cooking up Legal Social Media Risks with Kitchenaid

Businesses are adopting social media for marketing and engagement reasons at an alarming rate, with over 65% of the world’s top companies having at least used a twitter feed in 2012. Yet it is recorded that only 22% of businesses have an actual social media manager or content planner. Therefore, with a combination of these factors and that the boundaries of personal and work social media are being even more blurred, businesses are leaving themselves open to many legal social media risks.


Kitchenaid is one of the largest kitchen appliance brands in the world, with its products being sold in every continent. Every baker’s dream kitchen would surely have a multi-coloured Kitchenaid mixer (or at least mine would), and with accounts on every popular social media site; Facebook, Instagram, Twitter, Pinterest and Youtube, the organisation could be at risk on any of these platforms in regards to social media law.


(This is the one I want!) Source: Kitchenaid Website

Kitchenaid is not alone when it comes to these potential social media legal risks, every organisation that is involved with social technologies is facing them too, with possible risks for the organisation as a whole, and also for employees. Below I have discussed a couple of examples of legal risks in social media and how these could relate to Kitchenaid.

  • Reputation Risks- I think ultimately this is one of the biggest risks for any organisation online and using social media, particularly for Kitchenaid as they are using so many different platforms. While social media can be great for thinking outside the square and engaging in two-way communication with stakeholders, any form of inappropriate language, imagery or opinions by a business or an employee, can result in severe reputation consequences. Once something is available on social media it can be shared and therefore, will be there forever.

Surprisingly, I actually found a real example of this in relation to Kitchenaid in 2012, when an employee working on the businesses twitter account, thought they were using their personal account and posted an offensive comment about President Obama’s dead grandmother.

KitchenAid-Tweet-640Not only did the tweet share an obvious political standpoint, it was extremely insensitive about a delicate issue, portraying Kitchenaid and its employees in this manner also. Many consumers responded in a way by saying they would never buy from the brand again, and while Kitchenaid issued a very quick apology response, the reputational damage could not be undone.

  • Misleading and Deceptive Conduct (Statutory Risk)- As a retail business, Kitchenaid could be susceptible to the risk, that many other retail social media users are, of showing misleading or deceptive conduct, specifically in terms of advertisements. So for example, if they were to come up with something too ‘gimmicky’ in regards to their products or offers, this could be taken seriously by some consumers and the business may be at risk of having portrayed misleading conduct under the Competition and Consumer Act (2010).
  • Technology Risks- Viruses and Malware will always be a problem online, and as social media sites are used more, the probability of an employee within a business like Kitchenaid accidentally coming across an unsafe website is more and more likely. This could result in many negative outcomes, such as loss of confidential information, which could be damaging if it were something like ideas for an upcoming advertisement campaign.

If I have learnt anything this week in regards to legal risks in social media from case studies we have covered in class and some of my own personal research, it is that to prevent these risks from becoming realities every business needs a Social Media Policy (SMP). While I could not find an actual SMP available for general viewing on the Kitchenaid website, there is no doubt that they have one in place, especially after the twitter crisis mentioned above.

Overall I think that a SMP should attempt to address all potential legal social media risks imaginable, while maintaining a strong focus on reputation and privacy of confidential information. It’s important to have a policy for employees to be familiar with what they can and cannot be posting on social media sites, on behalf of the business and even on their own personal sites, as well as the ramifications of this. A great article that I came across that I think summarises what a social media plan should have is 10 Must-Haves For Your Social Media Policy.

Thanks for learning with me about social media legal risks in relation to Kitchenaid. I always appreciate any comments, feedback or examples you would like to share 🙂


Kitchenaid USA: Handling a Twitter Crisis

Kitchenaid Official Website

99 Social Media Stats for 2012

Managing Your Company’s Social Media Risks

The Risks of Social Media: Legal Limits

5 Social Media Risks for Companies and Employees

Do organisations need social media policies?

Legal Risks of Social Networking for Business


Social Technology Benefiting Canberra

Hello Readers,

This week in my Enterprise 2.0 class we have been focusing on the benefits and value levers associated with implementing Enterprise 2.0 and in this post I would like to discuss with you my thoughts on the topic and an example (ACT Tourism) of an organisation I think has optimised on this.

In today’s ever changing and fast paced world, organisations are constantly trying to remain competitive and find effective and efficient ways to run every day activities. They are therefore having to become familiar with and take advantage of the benefits of Enterprise 2.0 on an internal and external level.


Source: Geek and Poke

I personally believe that the adoption of social technologies by an organisation is imperative, not only in a competitive sense, but because consumers now have so much power that even if an organisation is not utilising these social technologies, their customers still will be. It therefore does not surprise me that as reported in the McKinsey Global Institute Report that 90% of companies who use social technologies believe they receive business benefit.

The report goes on to discuss the ten ‘levers’ where social technologies can add value to an organisation; deriving customer insights, co-creating products, leveraging social to forecast and monitor, using social to distribute business processes, deriving customer insights, using social technologies for marketing communication/ interaction, generating and fostering sales leads, social commerce, proving customer care via social technologies, using social technologies to improve intra-or-inter-organisational collaboration and communication and using social technology to match talent to tasks.

Enterprise 2.0 and Canberra

Now I know what you are thinking, Canberra and ACT Tourism are not the most exciting of organisation’s or topic to choose, and to be honest, I agree. However, I believe that ACT Tourism kept this long-held perspective in mind when they undertook an unheard of social media campaign at the end of 2012. In terms of the functional area marketing and sales, ACT Tourism launched a world-first human brochure campaign, where 500 people were selected to visit the nation’s capital to obtain their firsthand experience.

human brochure

What’s the catch you ask? No catch, other then the winners simply needing to be active social media user’s willing to tweet, instagram and update their way around Canberra sharing their experiences with their online community.

human brochure 2

The campaign focused on positive word of mouth through social media, by real people for the people, to increase the volume of “social chat” about the destination. With over 31,000 applications received, ACT Tourism estimated that the social media reach alone of this campaign was at least 4 million people, with the 500 Humans Facebook page‘s fan base growing 380% since it began.

ACT Tourism effectively created a campaign that generated many new forms of customer insights about the destination, useful for future campaigns, while marketing in a two-way dialogue fashion without having to spend too much on actual advertising and promotions.

Unfortunately I was not selected as a winner in the campaign, but enjoyed looking through the many different and varied perspectives of those who did and overall did feel compelled to want to visit Canberra to experience what others had.

Two other great campaigns that I think utilised some of these marketing and sales levers to add value through social technologies is Cadbury and the Dollar Shave Club (which is very funny), take a look at them and tell me if you agree!

That’s all from me for now, I look forward to reading your comments and suggestions.


Can web 2.0 really make me more productive?


Hello Readers,

I have learnt many lessons this week in the world of web 2.0 and officially believe with the tools I have tried out and researched (with particular thanks to Jason for showing us Common Craft), that I can be more productive with my uni work, work work and even social activities as a result.


First of all I wanted to have a clear definition in my mind of what exactly web 2.0 is. Some common trends that I came across that I think demonstrate the capabilities of web 2.0 are; user involvement, online networking, creativity and online collaboration. Overall I think this is well summarised by Han (2007, p. 18) who states “Web 2.0 is…a set of technologies that is helping to revolutionise how we use the web… through interaction and collaboration…”

As I mentioned I signed up to several platforms this week to broaden my experiences in web 2.0 and was particularly impressed with what I learnt in terms of my productivity with the following tools.


RSS or Really Simple Syndication was my first stop on my web 2.0 learning journey, an icon that I was familiar with from seeing it on many websites already but have always ignored it. Now, through my Feedspot, each morning when I wake up to read my favourite news sites, blogs (which I am now avidly reading) and youtube channels with the power of RSS all the information is sent to me in one easy location. I estimate that saves me approximately three minutes a day from flicking between websites, which is about 18 or so hours a year. That means I now have more time to watch videos that are sent to me like this one…


…and if that isn’t being more productive then what is?


Twitter for Business. After just rejoining twitter with a personal account, I haven’t known much about its ability to assist in productivity other than for finding out what celebrities are up to or thinking. But now, I have the mindset that twitter is an essential tool for a businesses productivity and thus mine as I could apply this in my workplace. Essentially twitter allows for instant (and obviously time saving) advice, feedback and ideas from stakeholders, not to mention through using the hashtag function the amount of knowledge and information available on a topic or about an organisation is astounding. The collaboration on twitter is easy and has to be summarised in 140 characters or less, which helps to avoid information overload in my opinion. I’ll definitely be taking these potential benefits with me and presenting them to my boss at work.

So what else did I learn this week outside the world of web 2.0? That there are people in the world that enjoy coca cola raisins.



That’s right folks at your local supermarkets you can now purchase these ‘delicious’ snacks, so if this sounds like you and I just opened your eyes to this product then that’s the power of web 2.0 right there!

If you have any suggestions for great web 2.0 tools I should try please leave me a comment or suggestion and I will try to do the same for you.


Han, S. (2011). Web 2.0 [EBL Version]. Retrieved from

Seven ways Social Media can make you more productive

Understanding Web 2.0

What makes a blog a success?

Dear readers,

First of all, thank you for taking the time to read my blog out of the 68, 776, 011 other blog sites that WordPress has on record at this very minute in time.

Now straight to the point. My task for this week in my Enterprise 2.0 class is to discuss what I believe makes a successful blog and to introduce my blogging strategy. Easier said than done.

To be honest I cannot draw on any past experiences of my own to help me here, even though I currently work in a social media and digital marketing role. In my 13 or so years experience online, I have only attempted to write one other blog. The strategy for this aforementioned blog was, in a nut shell to whinge about my life in what I believed was a very witty fashion and post ‘relevant’ memes, like the one below. I only ever showed it to a friend and then promptly deleted it.


From what I have learnt in class, in combination with some reading of blogs about ‘how to make a successful blog’, this has opened my eyes to some important aspects a blog should have and how I can apply these in my blogging strategy.

  1. Build a relationship and be part of the community- Comments and contribution should be encouraged for my readers, and I will also strive to use social media websites to help promote my entries and to maybe gain some readership outside my Enterprise 2.0 class.
  2. Keep it simple and relevant- I myself do not want to have to search for information on someone’s blog page, so it’s important to maintain a simplistic style and layout to my entries while ensuring that my content does not go too far off topic. If someone has come to read about my knowledge and learning’s in Enterprise 2.0 they most likely don’t want to hear me rant on about how cute my miniature dachshund is…
  3. Post frequently- There’s no way to maintain a readership if a blog is not updated.

I don’t read too many blogs (I’m on a mission to change that!), but two examples of which that I think encapsulate the above ideals and are extremely relevant to their particular contexts are:

  • Digital Buzz Blog– this is a marketing and advertising blog that is updated daily with the latest in marketing news, campaigns, social media tips, etc. I find the blog is easy to navigate and is well linked to other social media platforms of theirs, which is how I stumbled across it in the first place.
  • Veronica Roth’s Blog– As a successful young-adult book writer, Veronica started her blog in college before she began writing her now-published book series. While I don’t read this blog as often now as it is mainly focused on promoting her books, originally her original thoughts and humour, mixed with writing tips and a genuine interest in building a relationship with her readers kept me interested.

Hopefully with a combination of these strategies and tips I will be able to hone in and refine my skills as an effective blogger! That’s all from me for now, please leave a comment or suggestion for me and I’ll be sure to try and do the same for you.