Social Media is a great tool – but use it wisely
What do HMV, Burger King and leader of the BNP Nick Griffin all have in common? They all show how the power of Social Media is a double edged sword and can bring more bad publicity than good.
HMV sacked the person responsible for Social Media Marketing, but failed to take control of the accounts she ran and change her passwords, she went on to post her personal thoughts on the management after being laid off. Burger King’s twitter handle was hijacked and the rumours abounded that they had been acquired by McDonalds and Nick Griffin posted the address details of individuals who opposed his policies.
As Social Media has matured organisations are scrambling to embrace its power to promote their brand. With the public fully embracing these channels Social Media is now the foremost form of advertising, building awareness and maintaining customer loyalty. However it should come with a health warning for all organisations using it. Whilst it is shown to have a number of benefits, Social Media also has numerous pitfalls as you can quickly be seen as an innovator or thought leader but at the same time an ill conceived tweet can equally embarrass an organisation and cause huge reputational damage. Other perils of Social Media include allegations of libel & slander, increased exposure to phishing, hacking and Cyber Terrorism.
Richard Hodson, Head of Technology at Oval Insurance Broking has written a blog on Social Media management please click HERE!