You’ve got social media - great.
You know what messages to put out there - excellent.
But who has the power to push the button?
These are the questions all businesses should be clear about when setting up and running their social media platforms.
Because when it goes wrong, it doesn’t look good.
You would imagine that a newspaper which is part of a large group would have their wordsmiths on message. Indeed the legal along with the reputational implications can be immense.
But ‘Isle’ be damned if the Stornoway Gazette twitter feed hasn’t gone into meltdown today because of a series of Tweets which question the very quality of the title itself.
After the normal postings late yesterday, tweets suddenly appeared stating that the paper was dire, that it was a once proud broadsheet and that there was an intention to damage the name of the SNP.
All shocking things for anyone to say, but own goals of the highest order coming from the paper itself.
As if this weren’t bad enough, the group has failed to respond to these postings. No other posts have been put up to counter these and nothing to suggest that the Stornoway Gazette is in control of its feed.
For a business this activity and then follow-up inactivity is a disaster. Not only bad for the reputation, it also puts a whole question mark on the effectiveness of the business to carry out its day job.
So while it is key to make sure your social media message is right, make sure you know it is in safe hands, and when things go wrong always have a plan to mitigate the damage and act swiftly on it.
For further information on social media for business contact Darren Isted on 07539782979 or email firstname.lastname@example.org
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