The phrase “double-edged sword” generally represents the idea that a sword with two edges can solve one problem while inadvertently creating even more challenging problems. For a public relations specialist, social media is that double-edged sword.
As technology continues to evolve, social media is becoming a force to be reckoned with. It is a powerhouse capable of driving traffic to online businesses and a great tool for opening lines of communication with your customers. In fact, promoting your business on social media sites such as Facebook, Twitter, Pinterest, LinkedIn, etc. can provide a competitive advantage that allows your business to reach out and interact with your customers anytime, anywhere. In addition, social media is revolutionizing and empowering small businesses to establish their brand in record time while speeding up growth and increasing profits. However, if used incorrectly or irresponsibly, social media can turn into a public relations nightmare that can leave your business bleeding out from a stab to the heart.
Most businesses get in to trouble with social media when they jump in without understanding what their users are looking for. For most, social media is a form of entertainment; it is also a great source of information about your brand. Before opening the door to customer interaction, businesses need to be prepared for every possible response, both good and bad. Many businesses forget that when dealing with social media, they no longer have control of the conversation in the way that was possible through traditional media outlets.
After talking to other public relations specialists in the area, we created a list to help your business avoid social media disasters:
- Don’t lie on the internet. Any dishonesty will be uncovered and it does more harm than good.
- Hire the right people to manage your social media. Make sure they have experience and a solid track record before you entrust that person with your company’s reputation online
- Create guidelines for your social media presence. Make sure you offer training and feedback to ensure an understanding of what can and cannot be done.
- Monitor your online reputation constantly. Knowing what’s being said enables you to act quickly and appropriately to potential problems.
- Be careful what you ask customers about via social media. A simple request like, “tell us what you think,” could open a can of worms you are not prepared for.
- Everything posted on social media is a permanent mark on your business that can be shared over and over again. Going viral is only fun if the news promotes your business in a positive light.
- Make certain that your personal beliefs stay off your business's social media networks. Sharing your views on controversial issues that don't make sense for your business to comment on is one of the quickest ways to alienate your audience.
- Never trash your competitors on social media. This makes you and your business look unprofessional.
- Stay away from the trap of self-praising your business. This is not to say that you cannot promote your business. The key is to keep things in balance and not become a spammer. Socialize with your followers and provide them with a variety of content to keep them engaged.
- Respond to comments or questions in a timely manner. As social media has become more popular, customers seem to select social media as a way to communicate with trusted brands. You should respond quickly and directly and remember to treat all your customers with respect.
If a customer comes to you with a problem on social media, not responding could damage your reputation and cause users to lose trust in your brand. If you do not have an answer, simply reassure the user that you are looking for a solution and will respond when one is found. It’s better than placing blame or offering no comment at all. Also, it gives you the time you need to figure out how to best help this customer. You should continually monitor your social networks for complaints and respond responsibly to smooth things over before the rest of the world joins the conversation.
Social media continues to have a huge influence on business, marketing, and on how businesses engage with their target audience and there is no indication of this trend slowing down. So we recommend that your business develops a viable social media strategy in order to successfully take advantage of this trend. Use your public relations person as a tool to diffuse a fire before it starts. PR is great in emergency situations, but business owners need to consider public relations as part of their marketing strategy. Remember, your PR representative has experience in telling stories and should have strong relationships with media outlets which gives this person the ability to help you utilize valuable third-party endorsements.
Public relations disasters happen every day and they come from all industries, big and small. Sometimes your staff makes mistakes and other times viral crowd responses take on a life of their own. The best advice for your business is to learn from the disasters and mistakes of others and continually review your strategy to mitigate the risk of having one of your own.