Show caution with behind-the-scenes Tweets
By now we know the pros and cons of social media.
- Provide instant access to audience members – This applies to new product information, special event details and a lot more
- Engage with people – I love seeing how individuals online can ask questions, provide comments and share their thoughts in real time about anything from customer service issues to brand updates (and everything in between)
- Humanizes a brand – If done right, a brand can share their culture, personality and core values with others
While I could address several, the most glaring, obvious one is the reason why many brands don’t even want to take their voice to social media channels in the first place: There is a lot of room for human error.
- It’s easy to get carried away and Tweet something that isn’t meant to be shared publicly – or worse, something that doesn’t align with the company’s sentiments (Justine Sacco, anyone?)
- It’s online forever (even if you delete a Tweet quickly, there is a huge chance that someone has already ReTweeted your message or taken a screen shot of it, if it’s particularly controversial)
- And while social media messaging usually includes well-thought out activities, the ease of access to social media tools allows for real-time updates that haven’t been approved – or thought through
Case in point?
After the Indianapolis Colts won last night’s game against the Kansas City chiefs. A punter for the Colts was so excited, that he Tweeted out a picture of the behind-the-scenes locker room activities – which accidentally included the star quarterback, Andrew Luck, changing and in his skivvies. An article that recaps all the activities is included here.
With that said, everyone is human. We all make mistakes. We all have to move on. But what can you do to make sure updates don’t turn into headline news stories?
- Proofread everything – and wait just a second before hitting that post button if you have any hesitations about what you are ready to share.
- Ask someone else to look at your Tweet/Facebook Post/Blog Post if you have any questions at all. It can be the client, a colleague, a friend, etc.
- Determine if you are speaking on behalf of the brand. It can be challenging to serve as the voice of the brand without putting your personal spin on things. Ask yourself, “Is this truly coming from the brand and supporting the goals we’ve identified?”
Have you ever Tweeted or posted something that you later regretted? How did you handle it?