While social media has revolutionized the way the world interacts, there is a dark side to this channel of outreach.  Businesses use social media to build brand awareness, engage with customers, and drive sales. However, like any powerful tool, social media can also be a double-edged sword.  Social media practitioners help manage these risks and guard against potential land mines.

There is no shortage of examples where companies have gone off the rails.  A single misstep, such as a poorly worded tweet or a controversial post, can quickly escalate into a public relations nightmare. Negative comments, reviews, and viral backlash can severely damage a brand’s reputation.  Businesses also face risks from online harassment and trolling, leading to emotional distress for employees and damaging the brand’s image.  

When it comes to data protection, the collection of user data through social media accounts and accompanying customer lists making them vulnerable to hackers. Data breaches can expose sensitive information, leading to identity theft and financial loss.  Rogue employees can also cause reputational damage to companies through Improper handling of user data, resulting in legal consequences and erosion of customer trust.

Content developers are also vulnerable to mistakes and misrepresentations.  Creative content developers and influencers may not accurately represent a brand’s values or products, leading to customer dissatisfaction and brand damage.  More than just misrepresentation, inauthentic endorsements and sponsored content can alienate audiences and harm a brand’s credibility.  

Social media teams must also continually guard against copyright infringement on the part of creative teams who develop content.  Using copyrighted content without permission can lead to legal action and fines, and again, damage the credibility and trust of the brand they are trying to promote.  Similarly, non-compliance with advertising regulations can result in penalties and blocked access to the long-cultivated social media audience. 

Social Media Risk Mitigation

To minimize these risks, businesses must start with a clear policy in place which conveys their intent in communication through digital customer channels, and at the same time, clearly delineate the boundaries and criteria of this communication.  The content policy documentation can describe policies both in broad and general terms, to ensure there is a foundation of understanding that can be applied to any situation or content decision, and also detailed terms, listing specific guidelines on what is allowed and encourage versus what is not allowed.  While a detailed guideline may not cover every potential situation, the policy is reinforced by the general terms, that will give social media editors guidance on application of the business’s intent.

The next step is to develop a robust social media strategy.  More than just a plan for social media communication, it must also include a methodology for monitoring channels, to enable early identification of potential problem areas, with a plan of action where a responses may be required. 

Trust is everything.  A social media strategy team can, over time, build relationships with reputable influencers can help ensure authentic and effective campaigns.  In parallel, the social media team must keep up with trends and best practices to help businesses adapt to the ever-changing social media landscape.  

Having a clear policy and plan in place will greatly reduce the probability of needing a crisis management plan.  Nonetheless, having a plan in place itself is a tool to effectively guard against risks, and when problems arise, the social media team is ready to respond effectively to negative publicity and online crises.  

Example – Content Policy

Purpose:

This policy provides guidance for creating and sharing content on social media platforms on behalf of [Company Name]. The goal is to maintain a positive and professional online presence, protect our brand reputation, and comply with relevant laws and regulations.

General Content Guidance:

• All content should be positive, respectful, and appropriate for a professional audience.
• Content should align with our company’s brand values, mission, and vision.
• All information shared should be accurate and truthful.
• Content must be consistent with objectives of inclusiveness and respect for all people.
• Content must comply with all applicable laws, regulations, and industry standards.
• Use third-party content responsibly and ensure proper attribution and compliance with copyright laws.

Unacceptable Content:

• Do not share content that is illegal, threatening, abusive, harassing, or harmful to others.
• Do not share confidential or proprietary information.
• Do not share personal opinions or beliefs that may not align with the company’s stance.
• Do not engage in negative or inflammatory discussions.

Audience Engagement:

• Respond to comments and messages in a timely and professional manner.
• Keep discussions relevant to the post or topic at hand.
• Do not engage in arguments or debates with individuals online.
• Report any instances of harassment, bullying, or hate speech to the appropriate authorities.

Monitoring and Enforcement:

• The company may monitor social media accounts to ensure compliance with this policy.
• Violations of this policy may result in disciplinary action, including termination of employment or contracts.
• A crisis management plan must be developed and regularly updated by senior management.
• Provide regular training and education to employees on social media best practices and this policy.