4 steps to finetune your strategy.
Social media can be a potential liability for those who don’t take precautions.
Jonathan Bertrand, founder and CEO of the Social Media Research Institute, said many brands need to be better prepared for the risks that come with posting online.
“Social media harm reduction is the reduction of harm when it happens,” he said. “It’s not a maybe. If you’re not prepared, it will happen.”
Speaking at Ragan’s Social Media Conference, Bertrand broke down the top risks brands face and what teams can do to protect themselves before a post turns into a crisis.
- Establish guidelines for employee posting
A single post can create major fallout.
Bertrand highlighted a case where a flight attendant posted a viral video of herself dancing in her company uniform in a way that was widely considered unprofessional.
“It cost the company not only money, but also an employee,” he said.
These incidents aren’t about individual mistakes. Rather, they reveal gaps in corporate training and social media policy.
Establish clear policies and provide routine training.
“What is the role of the company? What (are) their training policies?” Bertrand said.
Make expectations explicit so employees understand boundaries before something goes wrong.
- Avoid slow or aggressive responses
Companies that respond too late or harshly to a social media post often make problems worse.
Some brands have “lost billions of dollars in revenue” by mishandling social media crises, Bertrand said.
That doesn’t mean brands should rush to put out any statement, however. Brands should respond in real time, but with careful thought and with their audience in mind, he said.
“The quicker you respond, the quicker you engage with your consumer, the better outcomes you get,” he said.
Speed and tone are equally important, Bertrand said.
- Engage meaningfully
A focus on short-term metrics can mask long-term damage, he said.
“Ethical social media practices create trust and profitability,” Bertrand said. “Unethical tactics might get quick wins, but they hurt your brand in the long run.”
Ask for feedback, listen and respond without overwhelming your audience, he said.
This might look like asking for your audience’s opinion, highlighting a real customer idea or sharing a poll to get crowdsourced information, Bertrand said.
“The best strategies are meaningful conversations…Vanity never wins in the long run,” he said.
To learn even more tips on social strategy, head over to view this presentation and more at Ragan Training here.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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