How To Avoid (Or Manage) A PR Meltdown On Social Media

By Sahail Ashraf

How To Avoid (Or Manage) A PR Meltdown On Social Media

You’ve worked hard to get your client’s brand out there on social media, and to boost engagement for that brand.

But suddenly something awful happens. One of your social media accounts is updated by an employee, and it isn’t pretty. The post doesn’t fit in with the brand voice, which is bad enough, but the post is also completely inappropriate.

There is a problem. Now, the problem is about fighting fires, scrambling to make a statement online so your customers aren’t turned off your services.

Chances are, you’ve already got some incredibly tight and positive measures in place to prevent this kind of thing from happening. You know that any bad public relations incidents could lead to catastrophic outcomes.

It might be worthwhile looking at the measures we have outlined in this post. All of them should make it a lot easier for you and your client’s brand to stay out of trouble on social media.

Make your policy on posting crystal clear

There are an infinite number of scenarios to be concerned with here. The CEO who wants to tweet every day. The new member of staff who manages to get her hands on the Instagram account details. Or even someone in your digital agency who thinks they should be chiming in on the latest hashtag craze.

The key thing here is to be very careful. Any posting should always be done through a filter. If the client doesn’t agree with this then you will have to respect their wishes (but still offer a bit of guidance anyway). This filter has to be there to proof and edit where necessary. It also has to be there for another reason.

Whether you are a client or an agency, set up the policy on how posts are generated, and who generates them. This way you have control over the situation.

Filter Posts

Each post will have to go through a proofing process simply because poor quality spelling and grammar can set the brand back and make it look unprofessional.

Also, it’s important to bear in mind that certain aspects of punctuation, such as the comma, can change the meaning of a sentence so that it is the opposite of what you want to say. This may sound trivial, but it makes a whole lot of difference.

How much, and how many

While social media can be fun, when brands are involved the stakes can be much higher. So ensure that the team (or whoever takes care of social around the brand) are clear on how the brand wants to present itself.

Your policy should be explicit on posting frequency. In the end, you or your client will know what kind of frequency is the most comfortable to work with. But a brand that posts more than any other brand is not going to get anywhere fast. The ‘sweet spot’ needs to be found and stuck to.

There are also issues around quality. Too much posting can lead to poorer quality posts, and that will Go to the full article.

Source:: Business 2 Community

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