Social media has worked wonders for businesses. Never before have we had such instant contact with customers worldwide. Not to mention that regular posts and the right tone can lead to the personal connections companies have struggled to achieve for years.
But, to say the social media scene is without fault would be naive. In truth, an instant connection isn’t always a good thing. In fact, many a company has seen their downfall due to ill-advised postings. Many an individual has fallen foul to public shaming through a Twitter storm. And, when you post for the world to see, you open your company to the same scrutiny. Which is why you need to make sure you don’t make ANY mistakes in your updates and comments.
Of course, we talk a lot about what you should do when you post. And, that stuff is essential. But, we don’t often look at what you should avoid. So, read on to find out the mistakes you don’t want to make.
Posting in bad taste
There are obvious risks with sending something into the world. Even if you remove it a few seconds later, millions of people will have seen. And, if something you post causes offense to large groups of people, you’ll soon be in trouble. Hence why you should make sure never to post in bad taste. Take Pepsi, for instance, who attempted to use a black lives matter ad in a Twitter campaign. Rightly, followers claimed the company was cashing in on inequality. While Pepsi can afford the bad press, you can’t. So, avoid posting about politics, race, sex, or anything which could cause issues. Even if you think you’re on the right side, there’s too much room for error here. Instead, stay neutral at all times.
Hackers are everywhere, and social media is no exception. Something as simple as clicking on the wrong link could leave them with full access. As well as leaving your followers at risk, this allows the people in question to put words in your mouth. McDonald’s learned this the hard way when a malware breach led to a scathing tweet about Trump. Don’t let the same happen to you. Instead, put protections in place. Rather than relying on generalised antivirus software, turn to companies like Houk Consulting, who offer a more specialized protection plan. You may also want to brief staff about clicking unknown links.
Simple human error
You should also be aware of human error. Bear in mind that a mistake here could cost you everything. Take, for instance, the US Airways scandal. A staff member accidentally posted the link to an x-rated image in response to a complaint. While this did lead to vast amounts of customer engagement, it wasn’t the attention the company wanted. And, you don’t want the same to happen to you. As such, you should always double check posts before pressing publish. Make sure, too, to click on any links you’ve pasted. Just to be sure.
— BuzzFeed (@BuzzFeed) April 14, 2015