Every week, we see many examples of brands finding themselves in some sort of social media jam.
In the past few weeks, we have seen Kellogg UK and Home Depot get into some hot water, which you can read about on Marketland.
As with all communications, we sometimes either don’t realize what we are about to publish or we don’t have the proper foundation to know we are doing something that will be ineffective or even worse, cause some kind of backlash.
While these two are particularly bad examples, it does make it clear that every brand, regardless of size, could use training along with personnel overseeing the activity.
Training is imperative to teach people who will monitor and run your social media activity that there is a strategy in place, a way to communicate and consequences to actions.
The emphasis has to be on training and then putting a system in place before you can even look at being successful in social media. The best thing for digital communications teams is having many case studies to lean on.
Once training is completed, you must make sure there is a well-trained person managing the team, and ensuring nothing that could backfire will ever be posted. A tall task but completely necessary.
The social media landscape moves so fast and furious that people who are trained, experienced and knowledgeable will have a much less bumpy ride. It is important to point out that training takes time and a monetary investment.
Don’t let this deter you though. Without training, you could pay in other ways, ways that can cost you dearly. With social media, you must be proactive to yield positive results.
Social media is such a volatile medium, and while the payoff is huge, there’s a big divide between those who know what they’re doing and those who are struggling to figure it out. The difference is simple…training followed by oversight.