When things blow up on social channels, they seem to really blow up. We certainly don’t want everyone to hear about us because of a rogue tweet or a tasteless update. We don’t want to become a “what not to do” case study.
But the solution isn’t to avoid social media. Instead, the solution is to understand the risks involved in using it and to have a management plan in place. Can you learn from others’ mistakes? Absolutely. And when others learn from you, let it be a positive experience.
Risk #1: Employees posting to the company accounts
Businesses hand the keys to their Twitter kingdoms over to employees all the time so that they might post on behalf of the company. But the employees aren’t always as trustworthy or careful as they might seem, and businesses get burnt as a result.
Chrysler employed New Media Strategies to run its social media. One of that firm’s employees, believing himself to be posting to his personal account, tweeted just about the worst thing a car company in Detroit could imagine. He was subsequently fired from his job, and Chrysler did not renew its contract with New Media Strategies.
Again, an employee at Red Cross believed he was posting a personal tweet and actually updated all of the American Red Cross followers on their plans to imbibe.
During the debates leading up to the 2012 elections, someone mistakenly sent this update out over KitchenAid’s company account.
Risk Management: Have a plan in place for how you will respond if such an event happens to you. Here are the responses from Chrysler, American Red Cross, and KitchenAid:
In terms of managing a social media crisis, there’s something to be said for these responses. Both the American Red Cross and KitchenAid acknowledged the mistake and apologized. They assumed responsibility for what happened. Chrysler’s response, on the other hand, is worded interestingly. They apologize, but say their account was compromised. This is somewhat misleading. They weren’t hacked. Someone they they trusted mis-Tweeted. The word choice deflects responsibility as opposed to assuming it the way the Red Cross and KitchenAid do.
But what’s more, if you want to manage social media risk from the start, set clear guidelines for your employees when it comes to personal social media use. Many companies try to ban their employees from mixing business and personal accounts, when all they need to do is teach them how to use both accounts. Train your employees on everything from brand voice to social media etiquette. Set policies and social media guidelines. Make employees accountable, but also encourage them to tweet about products and other company news.
Risk #2: Not doing enough hashtag research.
It’s not uncommon for companies to make use of trending hashtags on Twitter to try to generate some clicks, re-tweets, and other social media interaction. However, if you aren’t sure what the hashtag is referencing, it’s best not to use it, lest it backfire in a major way.
The day after the tragic movie theatre shooting in Aurora, CO, Celeb Boutique took used the hashtag to promote a dress from their line that was inspired by Kim Kardashian.
Naturally, people were outraged. Celeb Boutique carried on tweeting and the post in question remained live for over an hour before it was deleted and an apology and explanation were issued. As it turned out, they weren’t just hijacking the hashtag.
They also noted that their PR team is not US-based and so didn’t know what was happening in Colorado when they sent the tweet.
Risk management: Do your homework. People appreciate tasteful, well-researched tweets more than they appreciate something tacky and done on-the-fly. In this case, the lack of research and the assumption that it would be ok to use that hashtag not knowing what it meant created a huge PR nightmare for this brand.
Never post anything without researching first. It’s worth the extra few minutes to get it right.
Risk #3: Newsjacking.
Newsjacking occurs when a company uses a current news item (assuming they’ve researched it) to draw attention to their brand. It’s definitely a risk – it can either pay off very well or it can go horribly wrong.
During the Arab Spring in 2011, Egypt was frequently in the news for the uprising in Cairo. During that time, Kenneth Cole sent this tweet:
It doesn’t work because it attempts to make light of a very serious situation. Kenneth Cole noted that they meant for the post to be humorous, but is it wise to attempt humor in such a situation?
Similarly, the morning after the Boston Marathon bombings, Epicurious (a Condé Nast company) sent out some tweets using the tragedy to plug breakfast foods.
This is, frankly, baffling and in incredibly poor taste. Many commented asking who would be comforted by cereal in a time like that. It was terribly tacky and an obvious attempt to use the news to get clicks. It didn’t quite work out for them, and they were soon issuing apologies.
On the other hand, you have brands who brilliantly pull off newsjacking. Take, for example, this now-famous example from Oreo:
During the 2013 Super Bowl, there was a rather lengthy power outage shortly after halftime. While viewers waited for the game to resume, many were on Twitter (the second screen experience) chatting about it when Oreo tweeted this. It was perfectly timed and, because the subject matter wasn’t sensitive, it worked.
Risk Management: Before you make an attempt at newsjacking, think carefully about the nature of the news. If it’s a tragedy or some other sensitive matter, do not attempt to make light of it. In fact, if it’s a situation like that, you should just remain quiet. You’ll only hurt your brand reputation by trying to use it for self-promotion.
If it’s something happy and good-natured, it could definitely be a risk worth taking. As Oreo showed us, the payoff can be quite rewarding as this is one of the most talked-about tweets of 2013. Great PR for Oreo.
In closing…
A lot can go wrong on social media, but if you learn to manage the risks of using it, you can have a very rewarding and lucrative experience. Spend time really learning how the platforms and tools work. Teach your employees to use them well, and guide them when it comes to using social media responsibly. If you’re smart about your decisions, content, and timing, you drastically reduce the odds of finding yourself in crisis (but it’s always best to have a crisis plan just in case!).
How do you manage the risks involved with using social media? Please leave us a comment to share your thoughts.
