Today, in 2016, the importance of social media for local businesses has been well established. We all know it’s a vital way for businesses to connect and engage with potential customers nearby. Ask any online advertiser, and they’ll tell you the same thing. However, digital marketing strategist and author Roger Rogerson raises an incisive point:
“Everyone is telling you to use social media – but who’s telling you to be careful?”
In his recent article, “The Hidden Social Media Dangers for All Businesses,” Rogerson describes an exhaustive list of scenarios that could get a business into trouble on social media. From disgruntled former employees posting irate messages on your wall to an employee accidentally sharing top-secret company news, he proves there are countless social media pitfalls your company must watch out for. Other scenarios include:
- Dissatisfied customers publicly complaining about your business.
- Poorly worded posts being misconstrued and causing backlash.
- Competitors slandering your company and spreading rumors.
- The local media getting wind of something (such as an erroneous post or a bad customer experience) through social media and escalating the story.
- Employee(s) exhibiting unprofessional behavior.
- Nasty Internet trolls calling you out publicly or even harassing you.
Unfortunately, the list goes on. Rogerson’s article is not meant to intimidate or scare business owners away from engaging on social media, though. It’s simply a warning about the various social media pitfalls that can damage a company’s entire web presence. What you should take away from this article is that your company’s social media accounts must be handled by an employee you trust and respect. This will minimize the damage that can be done internally. You should also take time to develop a company-wide policy for dealing with negative customers, competitors, and other individuals who attempt to provoke you or do you harm. This way, you’ll have a go-to response tactic in place so you can react as quickly as possible. Of course, every situation is unique, but it’s a good idea to at least have a guideline. Check out Rogerson’s article over on Search Engine Watch for the complete details.