How many more times will people or organisations use social media and not think about the consequences? For business, just as it is for those of us in personal life, it is a very powerful tool to communicate a sales message or to simply tell people what you or your family are doing.
Get it right and it’s smiles all round.
But get it wrong and the consequences are dire.
Take two examples this week from the crazy world of the Premier League. The first was the high profile spat at Chelsea between Jose Mourinho and club doctor Eva Carneiro who was castigated for being, well, for being a doctor.
Whatever your view on the issues of treating players, and the heavy handed response from the special one, it is hard to understand why Carneiro should take to Facebook in the days afterwards. At face value her message does seem quite innocuous saying ‘I would like to thank the general public for their overwhelming support. Really very much appreciated.’
Why comment on this? Having won the moral high ground such an ill-advised message can only do harm. In such a circumstance if you were a business at the centre of such a ‘storm’ then taking a break from such comment would be advisable.
And then of course what happens when customers comment about your business plans and actually force you into a change of heart.
Some may argue that it is the sign of a company that listens, others of weak management. Either way that happened to West Ham this week when social media melted down after rumours that the controversial Joey Barton was due to sign for them. West Ham fans made their views known and it didn’t take long for Chairman David Gold to take to, Twitter of course, to confirm he would not be joining.
Miffed by the outcome Barton tweeted to thank the kindly West Ham fans who had supported the move but put the blame for it falling through squarely on the shoulders of social media.
So whether it’s Facebook, Twitter or other platforms, think before sending out that message and make sure you follow the reactions of your customers, because they are following you more closely than you think.
For further advice on social media management for business contact Darren Isted on 07539782979, email firstname.lastname@example.org or follow @darrenisted1 on Twitter.
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