More Tales of Social Media Marketing Mistakes

Earlier this year I wrote a blog post1 about college students moving to low-tax states. I wanted to illustrate it with an image of a young person house-moving and found one on Flickr on the account of a small moving company that looks to appeal to young people. The photo was available under a Creative Commons license with an attribution requirement. So I used the photo under the terms they had provided.

Fast forward to earlier this month. I get an email from a marketing company. Thank you, they said, for featuring our client on your web site, but we need you to hyperlink the image so that it directs readers to our web site. They didn’t tell me which photo or where it was on my site. My blog has been around for nearly two decades and has thousands of entries. I didn’t know what they were talking about.

Eventually through some sleuthing, I figured out which blog post and photo. First, I wasn’t featuring their client on my site. I was using their photo—in accordance with the usage restrictions they had listed—to illustrate an unrelated story. Second, I had followed the attribution requirements that they selected when making the photo available. Third, that’s not how my site software works. I can’t hyperlink the “hero” image at the top of my blog posts.

I didn’t want the hassle so I just found another image on a different site that was about “moving” and replaced theirs. Then I sent the PR person an email in reply telling her, “Never mind, I’ve replaced the image with one unrelated to your client that doesn’t have special requirements.”

So instead of free advertising for her client (the logo was prominent in the image), they get nothing. Rather than increase her client’s virality and Google-rank, she decreased it by making a silly and annoying request. If they want people to handle their images differently, then they should say so up front in their rights disclosure.

  1. I’m not linking the post or mentioning the mover because it’s not relevant.

Find out all about Dom on his About Me page.