Counting to 10: Tips to steer clear of a social media crisis

Paris_Tuileries_Garden_Facepalm_statue

So, you're the content manager for your company's social media channels. Congratulations! You've been selected as the voice of the company and the one who "gets it." On top of that, everyone thinks you're hip and in tune with what's going on in the world. Life is pretty good for you, my friend.

Until there's a social crisis. Then, all eyes are on you and everyone will wonder how you let this happen.

My advice? Don't let it happen.

Growing up, my mom often reminded me to "count to 10” before I opened my mouth. At the time, I didn’t listen and often found myself in trouble. Today I remind myself of this nearly every day as a communications professional. (Thanks, mom!) One could argue that it's the cornerstone of all sage advice. Sure, "think before you speak" also falls into this advice but, for me, there was something about those 10 seconds.

Just think, if Congressional aide Elizabeth Lauten had "counted to 10" and considered the tips below, then this mess would have never happened and she'd likely still have her job on the Hill. However, the urge to chime in and be snarky led to a highly inappropriate comment that rubbed nearly everyone the wrong way.

Now, let's not be literal, please allocate more than 10 seconds to your social media planning – but you get the sentiment. Below are some keep tips to consider when taking the reigns as social content manager.

Count to 10 before you post.

This should dovetail into most of the tips below but always think about the gravity of what you're about to post. Who will be affected? Will people be insulted? Do we sound sincere? Is this on brand? If it's current event-related, are we adding to or detracting from the conversation? (Bonus: This can be applied to your professional and personal social media practices.)

Know your audience.

Are you a brand that's speaking to a wide range of people with varied and diverse backgrounds? If so, then your content needs to be one size fits all.

Recognize the weight of your words.

Whether you're representing a brand that employs thousands or a nonprofit that helps thousands, there's a lot that could be at stake from poor judgment on social media. Remind yourself that your role as social media content manager matters to more people than just you and the effect of your misstep could be far reaching.

Know your humor (or lack thereof…). 

Any good speechwriter will tell you to avoid all attempts at humor unless you are 100% positive it'll be well received. Certainly humor has been done well on social, but I can promise you that considerable time and thought went into that post. When using humor, go ahead and count to 100.

Plan your content. 

I'd be willing to put good money on that a large amount of ill-fated social media posts have come from the immediate need for content. The struggle for good content is real – and when forced, we often fall flat on coming up with that genius 140-character post. Take a tip from the pros and plan out your content in advance. We're fans of the social editorial calendar.

Tighten up your password security. 

Even though everything worked out for Burger King, they learned a major lesson in online security. Maintain strong, bullet-proof passwords and change them regularly.

Let others know where the bones are buried.

You can't be everywhere all the time. You'll need to make sure others have access to updating social platforms when needed. Put a reminder on your calendar to share updated passwords with those who can fill your shoes in the time of need.

If it's a current event, consider whether you need to weigh in.

Oftentimes this is where brands make a mistake. Social "newsjacking" has been done incorrectly and insensitively many times. Should you choose to contribute to the conversation, make sure it's tasteful, objective and appropriate. When in doubt, sit it out.

React quickly when a problem arises.

Experts are still waiting on the research to come in but it's been said that time moves faster on social media. A spill can become a mess in no time. Should you find your brand in the line of fire, take immediate control of the situation. Whether that means apologizing for something inappropriate that was said, addressing a disgruntled customer, changing passwords if you've been hacked, etc. Time is of the essence on social media.

Recovering from a social crisis is an uphill battle. Even after the apology and work to win back followers, you'll spend hours creating content just to dig yourself out of a hole. Don't let that happen to you.

I look back on all those weekends I spent grounded throughout middle school and I know that mom was right – I should have counted.

So please, always think about what's at stake before you post. As you can see, the punishment and consequences only get steeper.

(Image: Wikimedia Commons)

Lindsay O'Bar

Lindsay’s work focuses on community relations, internal communications and media relations for companies like Kroger, Virginia’s Community Colleges and the Virginia Department of Transportation. By marrying research and strategic thinking, she helps clients thoughtfully engage audiences and the community while driving business results.

Read more by Lindsay

Leave a Reply

Your email address will not be published. Required fields are marked *

Sign up to receive our blog posts by email