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Almost overnight, it seems that social media has taken over our lives. We use it to stay connected, express opinions, and follow issues that matter to us, among countless other reasons that multiply with the growth of existing and new platforms. Many of us feel we couldn’t survive a day without it.
Whether for attracting new business or launching a product, social media campaigns align perfectly with pivotal moments in a company’s journey. Anytime there’s a need to generate buzz or communicate a USP, social media is key to success. It’s no longer “the thing kids do” – it has become the communications medium of our time, and businesses must take it seriously.
But what happens when a thoughtless post goes viral, and a company’s social media campaign takes an unexpected turn?
Various companies, including giants like KitchenAid and McDonald’s with its #McDStories gaffe, have found themselves in trouble on social media.
From the beginning of campaign planning, it’s essential to incorporate a tactical social media strategy. Define the campaign’s short-term objectives for each platform, assign tasks to the team, and create content tailored for specific channels.
Social media is all about sharing, right? So share your plan with everyone on your team. Experts suggest the most successful social media strategies include input from diverse areas of expertise such as risk management, marketing, and HR.
Educating employees is crucial, from senior executives to junior staff. Consumers love to spread examples of bad practices, turning them into viral disasters. Preparing social media management plans in advance can help companies avoid these pitfalls and handle unexpected outcomes. These plans should focus on delivering rapid, professional, and effective responses to unforeseen social media errors.
For instance, when KitchenAid posted an inappropriate tweet about US President Barack Obama’s late grandmother in 2012, a quick response was crucial. The company deleted the tweet, and a senior executive issued a public apology on Twitter, clarifying that the individual responsible would no longer manage the company’s account.
While it’s important to have rules and procedures in place for crises, it’s even better to establish guidelines that prevent mistakes from happening. Sensitivity is key, and communications teams should review content carefully from every angle before posting it in the social media world (a tough environment for unprepared brands).
Social media is no longer just for casual use – it’s big business and must be a major, well-considered part of your strategy.