Why Social Media Risk Management is About More than Handling a PR Crisis. Corporations spend millions of dollars a year to increase their visibility and mindshare on social media. Some notorious examples spring to mind: Pepsi’s recent Kendall Jenner ad where she brings a can of pepsi to a police officer at a protest, undermining Black Lives Matter protests across the U.S. While this would be educational (and entertaining in a jaw-dropping “what were they thinking! The former is costly and stressful. Essentially, social media risk management is an ongoing, properly-resourced and executive-supported program that focuses on identifying, anticipating and managing risks that might damage the brand. Compliance and/or regulatory issues regarding both corporately-owned social media accounts, and employee-owned accounts. Without a social media governance plan, businesses may find that they stand out on social media — but for all of the wrong reasons. Learn More If you’re looking to learn more about social media account management for minimizing risk, download our free whitepaper “7 Critical Steps to Tame Your Brand Presence“. Learn the importance of assessment and inventory.
Corporations spend millions of dollars a year to increase their visibility and mindshare on social media. However, there are times when companies stand out on social media for all of the wrong reasons. Some notorious examples spring to mind:
- Pepsi’s recent Kendall Jenner ad where she brings a can of pepsi to a police officer at a protest, undermining Black Lives Matter protests across the U.S.
Indeed, we could fill pages and pages with examples of social media-related PR fails. While this would be educational (and entertaining in a jaw-dropping “what were they thinking!?” kind of way), there is a bigger and more important point to make that all organizations need to grasp. Social media risk management can’t just be about handling a PR crisis — because if that’s the case, then it’s always a matter of reactive damage control, and never a matter of proactive brand protection. The former is costly and stressful. The latter is strategic and managed.
Essentially, social media risk management is an ongoing, properly-resourced and executive-supported program that focuses on identifying, anticipating and…
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