How well does your business manage social media? Many businesses have joined the social media phenomenon. Most businesses have done this without a clear strategy. They joined the platforms like Facebook, Twitter, LinkedIn, You Tube, Blogs, Pinterest, etc.
Many businesses are unprepared when dealing with this social media monster. Social media is a powerful voice for the people and many businesses can be damaged from this interaction. Businesses you are under the microscope by your customers and society.
Here are some case examples of how society view businesses:
Tesco often struggles with how they deal with social media. The latest is when Gareth at UK Tesco tweeted “Good day, Twitter-bods! Gareth here to help with any Tesco questions you have, keep me busy!” The public vented their anger at Tesco, it was already in trouble for advertising a “wage free” job. This innocent tweet and backlash caused them to implement a social media crisis management plan.
Lowe‘s pulled advertising from TV’s “American Muslim.” This one Facebook post received 28,000 comments in a few hours. They couldn’t handle the volume and eventually deleted the original post and comments.
The Hershey company was asked by a boy, with down syndrome, for a Hershey T-shirt. The company declined and their reply was posted on his Facebook page. Hershey fans expressed their disappointment at the company. Hershey eventually sent the boy lot’s of T-shirts and wrote an apology for not sending it in the beginning.
Westpac deleted comments from its Facebook page when people vented their anger at them for raising interest rates when the Reserve Bank kept it on hold and they were cutting staff. They justified the removing of comments because of the damaged it caused to its financial products. In the end they stopped deleting the comments.
Businesses need to build a social media strategy that quickly deals with crises. You need to decide who is best suited to handle content on these sites. Is it the Marketing or Public Relations people? You can also source it out. If you’re a small business owner, ideally you should do it. Prepare your business. Are you lost when it comes to social media? What preparation and strategy has your business come up with for social media?
- Tesco Twitter PR crisis over ‘Slave Labour’ Claims by Eileen Brown
- How Brands Can Manage Facebook Overload by Jason Keath
- Hershey’s three pillars of Facebook engagement by Matt Wilson