Reputation and risk management on social media is crucial in today’s world, where a tweet can be crafted in a matter of seconds but have a lasting impact on a brand. There have been far too many instances of businesses getting into hot water on social media by not responding promptly or effectively to negative or inappropriate comments or posts. A reputation management plan that covers social media, in addition to other company initiatives, is something that all businesses need to adopt in 2017. Twenty-two percent of the world’s population is on social media, and 76 percent of those users are logged on every single day. Social media are here to stay and as communication professionals, we need to understand how to handle interactions properly and be proactive when engaging online.
Social media can help to grow your business, aid you in reaching your target audience, act as a customer service platform and increase brand awareness, but only when used effectively. We shouldn’t be afraid to use social media for business. We should embrace it for the rich communication channel it is, but also do our best to try and prevent brand-damaging issues before they happen.
Below are a few different examples of social media mishaps. What can we learn from these mistakes and improve within our own businesses?
- One unfortunately frequent example of social media “fails” is when the social media manager is logged into the wrong account and tweets something that was intended for their personal account, not their company’s account. This could be easily prevented with a social media management tool and the option of user permissions.
- Mishandled responses are another form of risk. Typically, this is the company responding with “too little, too late” and being unable to rectify a situation that has unfolded online.
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