How often have you seen that sentiment on social media? It’s one of those phrases that tends to crop up whenever a person or brand posts something on a social channel that could be considered offensive, off-colour or controversial.
These days, it doesn’t take long before the social media hate machine ramps up from offended to calling for someone’s head in the wake of a controversial posting. Because of this, brands may be tempted to act quickly and immediately rectify the situation when the heat suddenly gets turned up.
And yet in the rush to punish someone for making a mistake, we not only forget about the human implications of such a rush to judgement, but a brand that moves too fast against a potential backlash may find itself with a much more complicated problem on their hands.”
In this era, that brands will make an occasional misstep on social is to be expected. While the blunder has the potential to go viral or cause temporary embarrassment, the long-term ramifications are usually minimal.
The life-cycle of social media blunders by brands is relatively short due to the rapid turnover of trending stories and an endless stream of new content on social networks. The mistake will get bumped off the front page much quicker than you think.
Unless the social mistake was intentional, egregious or the result of significant negligence, your social media manager will feel pretty horrible about the mistake. Don’t make them feel more horrible by reacting punitively without considering that their action was likely a mistake … after all, we all make them every now and then.
If/when your social media manager makes a mistake, consider the following steps.
- Don’t overreact
- Be sincere in addressing