Has it always been good to be social? Maybe not. When GoDaddy’s former CEO, Bob Parsons posted a video of him killing and butchering an elephant in Africa (while claiming to help locals with food resources), little did he know what damage he was inflicting upon the domain registrar and hosting major. Social media silence is not “golden” as well and the BlackBerry Blackout case in 2011 proves just that. Customers including celebrities’ tool to social media to find answers and Blackberry missed the vital keys of social media communication – honesty and speed.
You got it right. Managing social media is not an easy task. The unpredictable nature of both business and social media means that stuff ups are inevitable – while a great social media campaign can put your business on the map and increase online presence, social media mistakes can cost your brand dear.
How Maker’s Mark Avoided a Social Media Disaster
Earlier this year famed distillery Maker’s Mark had emailed loyal customers that they were lowering proof to 84% (42% alcohol). The move was to address a supply shortage, driven by popularity of the brand in the USA and other parts of the world. Jack Daniel’s had lowered its proof in 2004 too, but social media did not exist back then. Back to 2013, Maker’s Mark found itself in the midst of a social media backlash with Twitter backlash being the most notable in terms of upset customers voicing their concerns. The weeklong social media reactions led the brand to announce that it won’t reduce the amount of alcohol. “You spoke. We listened.” they announced on Facebook.
Top Tip: Foresee Crisis and Act Ahead
Before using social media for communication, it is useful to employ foresight and keep in mind external factors that might lead disgruntled customers to post negatively or alter the message intent. External factors such as strikes, negative publicity in print or electronic media is likely to influence the usually happy and friendly social media community too. If you can anticipate social media backlash, it is recommended that you add resources to your social media team and ensure that they proactively track and respond to comments at such times.
Social Media Governance and Why It Is Necessary
According to an Altimeter Group study, the top five industries affected by social media crises were consumer goods, apparel and fashion, restaurants, and Internet and retail. The study also found that a majority of businesses which were caught in social media crisis were lacking internet education and an employee social media policy. Clear cut guidelines regarding what can or cannot be shared on social media platforms and how the company communicates are essential parts of a good social media policy. While employees need to be encouraged to express themselves via blogs and social networks, they need to be responsible for what they share, consider their audience and exercise good judgment while using social media.
Your Brand Needs Social Media Legacy, Not Catastrophe
The core principles of Agile software development can be applied to social media as well. For example, take the principle of simplicity. It is essential that social media communication remain open, honest and transparent. Most importantly your social media strategy needs to be flexible and as your community self organizes from one platform to another, you should too. The community is the heartbeat of social media, ensure that you connect with them to achieve social media success and also avoid catastrophe.
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