Social Media is a profession that should be taken seriously, with the right people in place. Brands need to be thoughtful about the story they tell, which goes beyond planned content to watchful monitoring and diplomatic responses. Missteps can have long-standing consequences. Take for example Kitchenaid’s election misstep during the Obama election. An immature, unseasoned employee decided to be “funny” by tweeting a political smear in poor taste on election night, making the horrific error on the brand’s account rather than his/her personal account. The offensive tweet was instantly seen by the masses and went viral. Its prompt removal did little to restore the damage to the brand. From 2010 to January 2018 ALL tweets (even deleted ones) have been archived by the Library of Congress. Even now the Library of Congress continues to acquire tweets “on a very selective basis”. McDonald’s also experienced an embarrassing blunder with a foolish political opinion tweet that was definitely brand inappropriate. Their situation was poorly handled with the “our account got hacked” excuse, but again, it was officially out there and was seen by the masses. Chrysler’s irresponsible tweet that Detroit people do not know “how to (#%) drive” put the high beams on their need for an immediate social media tune-up. Once published, the damage is challenging to reverse and the negative conversations ensue online. Making a bad situation worse, this will have a direct impact on Google search results for the brand. The search results will pull up what Google considers to be relevant based on the keywords entered, AND… what kind of information is being discussed lately. So if the masses are upset about your brand, that is precisely what a search will yield.
Social media is serious business. The right people need to be in place to handle brand accounts responsibly.