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.

Connect with me

@[email protected] In – Rebecca Caroe+64 22 647 3993