In the article “Owning Up in the Age of Twitter” the author argues that it is important for business to manage social media complaints before they explode into tweets, youtube videos, and Facebook shares.

The article states:

“Social-media experts warn that not enough business owners have thought about how to handle a public-relations nightmare and protect their brands in a situation like this. What’s scary is that to the public, any employee who interacts with customers is the face of that business, even when they do something wrong said Dominic Litten, social media and interactive PR manager for Point to Point Communications … The adage about how unhappy customers are more likely to share the story with their friends becomes exponentially more dangerous on social media.”

In the past, things used to stay local, but with social media, anything can be shared globally with a single click. It is important to protect your brand from digital assault. Do not wait until something bad happens. Have a policy in place to protect your organization and its reputation. Take complaints seriously even if you think they are not valid. Effective social media policies and procedures can avoid a public relations problem.

In the article “Embracing Social Media” on the Smart Business Network – with information for CEOs and other business executives – we see information about the importance of companies effectively dealing with social media.

The author asserts:

“You are now officially out of excuses. Social media is here to stay, and if you’re not on board, your business may be left behind. Even presidents and CEOs who previously had no idea of the major impact social media could offer are realizing the importance of timely and direct customer interaction… The social media world was meant to be fun, hip and young, but with its ever-growing popularity, all generations of employees must get on board.”

Social media can provide a means to connect with current and new audiences. You can attract a previously unreachable and new audience by incorporating Facebook, LinkedIn, and Twitter into your advertising materials. This sends a positive message about your organization.

The misfortunes of organizations that do not have effective social media policies and practices in place should alert the business community of the importance of vigilance in the realm of social media communication.

J.P. Evans, January 24, 2012

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