Can Staff Destroy your Brand using Social Media? Part 2
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Can Staff Destroy Brand Value using Social Media?
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Transcript of Can Staff Destroy your Brand using Social Media? Part 2
Can Staff Destroy Brand Value using Social
Media?
Top Social Media disasters
1. Not Safe for Work2. Human error3. Hashtag or campaign responses4. Removing Comments or Preventing
Discussion
Not Safe For Work
Grumpy Staff
Human Errors
Mistakes happen.• A PR agency running the @ChryslerAutos account used the wrong account to
send a personal message. • He was fired.• The agency contract was not renewed
The Snark Army
#McDStoriesThere are always people prepared to snark.Now it’s still in use as #McFail
And re-used in #RonaldMcDonald makeover
How to recover your brand
Five types of disaster1. Inappropriate opinion2. Insensitive statement3. Early release4. False reward5. Hack
How to recover your brand
• Have a media response plan for business continuity / disaster response• Be ready for a range of situations• Designate a spokesman / team to handle every channel• Respond fast
• In the long term, be good citizens and don’t cover up mistakes.
10 Commandments of keeping Social honesthttp://www.keepsocialhonest.com/ CIM Report on how to do this
How to recover your brand…2
Be quick to recognise a problemBe honestTry not to take yourself too seriously
The best techniques for recovering from 1&2Listen to your audience – set up good search strings (alerts), monitor mentions and replies.If you’re not participating in the discussion you will miss the opportunity to make amends
Rather than denial, it’s best to be honest and to admit mistakes humbly
The best way to recover is to have a track record of good communications management – you will have pre-earned forgiveness.
The best way to avoid disaster….
Have a comprehensive Social Media policy
Know what steps you will take if an error occurs
Be good at what you do – don’t try to cover up mistakes
The best way to avoid disaster….
Have a comprehensive Social Media policySearch hundreds of other firms’ policies at http://socialmediagovernance.com/policies/
Things to do TODAY
Check with your HR and legal department what policies you have gotSpeak to everyone who uses social for work about their personal understanding of your policyDiscuss any gap between policy and understanding with managementAgree next steps
Above all, don’t stop using Social Media – it connects you with your customer audience and gives your brand a human ‘voice’.
Just learn how to use it for business.
