Things to Consider Before Hitting Send on Social Media
Companies are under more scrutiny than ever thanks to fast-moving social media. Posts are examined for spelling, grammar, and inconsistencies, but nothing damages revenue or reputation faster than a controversial post. Depending on your business, followers may expect you to weigh in on current events or issues. In those moments it can be hard to know what to post, if anything. You may feel a responsibility to speak on causes you care about, but it's important to weigh how it will affect your business.
Here are some things to consider before pressing "send":
1. Don't Act Hastily
Technology moves at lightning speed, and fast fingers have landed many businesses in hot water. Screenshots and sharing let followers spread anything in an instant, and even a deleted post can live on forever. Think through every possible reaction before posting on a sensitive topic, and avoid posting when emotions are running high, since words are easily misread in the heat of the moment.
2. Ask for Feedback
If you're unsure how a post will land, get a second opinion first. The written word is easily taken out of context. Ask a few colleagues or friends whether your words could be read as offensive; everyone filters things through their own experiences, and an outside perspective can keep you out of trouble. If you have doubts, sleep on it or reconsider entirely.
3. Review Your Social Media Policy
Every business should have a clear social media policy that's communicated to all employees. A good policy spells out what is and isn't appropriate to post and the consequences for violations. Employees represent the company, so anything they post reflects on the brand. Anyone with access to company accounts should know exactly what to post and when, and everything should align with the company's mission.
4. Have a Plan for Damage Control
If a post does cause harm, you may need to bring in help to stop the bleeding. Someone experienced in PR and crisis communication can de-escalate the situation and put you on better footing. Work with your content team on a recovery plan, too. Every business dreams of a post going viral, but you want it to be for the right reasons. In a world where there are eyes on us 24/7, a business can lose revenue or customer trust in the blink of an eye. It's always better to be safe than sorry. If you ever have questions about what to post, talk to your social media partner before you publish.
