Preventing a damaging social media fallout, are you prepared?

Blog

Preventing a damaging social media fallout, are you prepared?

In the past, companies had a pretty tight grip on their brand image through controlled communication and carefully planned actions. But as Jeff Bezos famously put it, things have shifted.

Nowadays, a brand is largely defined by what people say about it, not just what it puts out. Companies can try to influence the conversation, especially on social media, but they can’t control it completely. Let’s explore how a weak social media strategy can backfire and what it means for your brand.

The Double-Edged Sword of Social Media

Take, for instance, a recent case involving a burger restaurant owner . He got worked up over a mild review and let loose with some angry tweets. The backlash was swift, and he lost some followers. However, he also gained 100 new followers in just 30 minutes. This raises an age-old debate: is there really such a thing as bad publicity?

How Social Media Influences Brand Engagement

Companies increasingly rely on social media as a key part of their marketing strategies. But how they handle it can vary widely depending on their size, understanding, and willingness to manage the associated risks.

Small Businesses: For ‘solopreneurs’ and small business owners who manage their own social media, they have direct control over their posts. While this can limit the chance of a brand-damaging slip-up, personal control also means that emotions might occasionally lead to inappropriate content.
Larger Companies: With bigger organizations, there’s more opportunity to engage with audiences through employees who blog or tweet. But convincing a large company to embrace this can be tricky. There’s often a fear that employees might say something damaging online. Many companies restrict their employees from creating content that reflects on the brand to avoid potential issues.

The Risks of Social Media Mishaps

When things go wrong, whether it’s an employee posting something they shouldn’t or a customer airing grievances, the damage can be significant.

Handling Complaints: Effective customer service can turn a negative experience into a positive one. For instance, Home Depot faced a lot of bad feedback online in 2007. The new CEO responded with an apology and a call for feedback, which led to improved customer perception. They now closely monitor social media to address issues swiftly.
Overreacting to Criticism: Take the case of Price Chopper in the US. They reacted strongly to a critical tweet from someone connected to a business partner, despite it being on a personal account. This overreaction ended up causing more harm to their brand than the original tweet. It shows how sensitive and complex online interactions can be.

Legal and Policy Challenges

In places like New York, there have been instances where city employees were fired for their online rants, though not all cases ended unfavorably for the employees. This reflects an evolving area of law concerning social media use in the workplace.

For example, in the case of pub outlet, a pub manager was dismissed for posting negative comments about customers on Facebook. The company’s clear social media policies allowed them to uphold the dismissal, highlighting the importance of having strong guidelines.

Protecting Your Brand

If your brand is now shaped by what people say about it, how can you protect it? Start by defining your organizational culture around social media. Determine who in your business should participate in online conversations about your brand and create clear guidelines for them. These guidelines should include strategies for dealing with potential issues when they arise.

In summary, while social media offers tremendous opportunities for engagement, it also comes with risks. By establishing solid policies and fostering a supportive culture, companies can navigate these challenges and maintain a positive brand image.

Blog