Protect Your Brand: Social Media Don’ts
Social media risk management is vital to ensuring your brand avoids crisis from online activity. Many companies that do not have the capital of large corporations, simply cannot recover from a social media crisis. Here are a few don’ts when it comes to protecting your brand on social media.
Don’t be fake
Be yourself, be your brand. If you are putting on a facade to hide the real you, your brand is nothing but an illusion to your audience. Be authentic, this is what truly connects your audience to your internal beliefs. As Simon Sinek famously said, “people don’t buy what you do, they buy why you do it.”
Don’t post pity content
We all know people who post emotional nonsense to get attention. Do not be one of these people. It makes you look desperate and can hurt your brand if a majority of your content is all about your problems. We all have problems, so we do not want to hear yours unless it comes with a solution that benefits society.
Don’t post about politics and religion
Please do not post about political or religious topics to stir up the social media hornet’s nest. Unless the content is directly related to your brand, stay away. Save these posts for others who would like to risk reputational harm based on hot button topics.
Don’t post fake news
Quickest way to get unfollowed is posting fake news on your social media. If your main source of news is from Facebook, you need to expand your news sources. Only post content that has been validated or run the risk of looking like a fool in front of your entire audience. Try to post news from sites that do not lean too far left (CNN) or right (Fox News). You do not want to alienate any part of your target audience.
Don’t respond emotionally to negative feedback
We have all been in the moment where we get a negative comment and want to write back with strictly emotion and not logic. Always remember chess never checkers. Respond with empathy, as your response is 100% visible and people will judge you on how you respond to criticism. Now if the negative responses cross a social “couth” boundary, you may have a few more liberties to protect your brand. An example of this is if someone makes a personal attack against your family, race, gender, etc.
Don’t add everyone
If someone follows you, it it not required for you to follow back. You have to always be cognizant of how you are being perceived in the social media world. If a less than stellar individual starts following you this is a non-issue, you cannot control who follows you. If you choose to follow that person in return out of “being polite” you could cause harm to your brand if that individual has frictional viewpoints or post lewd material.