5 simple steps to take after a careless mistake on social media
Social media mistakes have been committed since the creation of the platform. Major media outlets frequently report on public figures’ tweets, Instagram posts and online interactions on a nearly minute-by-minute basis. Scroll through any news feed and it’s almost guaranteed you’ll find an article about someone’s (famous or not) social media posts.
Celebrities and public figures aren’t the only ones being closely watched by the public and media, however. Brands and companies are also being watched and followed by fans and critics alike. A 280-character post has the potential to create a firestorm and a crisis communications emergency. Some examples of well-known social media blunders can be found in this article by Entrepreneur.
While this article takes a humorous tone, these situations were not quite so funny for all involved. So what do you do when you’re faced with a social media blunder or have committed the deed yourself?
Having a crisis communications plan in place will help you navigate the next steps. When possible, this plan should be created with the senior leaders of your organization and regularly reviewed and tested. It should also address different levels of severity.
Step 1: Don’t ignore the situation
It’s critical to respond rapidly to these situations. Record and delete the offending post immediately. Ignoring a fire will make it grow. Not only will you find yourself in hot water with the blunder in the first place, but you may also face more backlash if it’s left ignored.
Step 2: Assess the severity level and identify audiences affected
Whether the mistake was truly offensive, in poor taste, or a minor annoyance, identifying all those affected will ultimately determine how an apology (if needed) is handled and other appropriate actions.
Step 3: Acknowledge before issuing an apology
Acknowledging a mistake means understanding why it upset your audience and why it matters. Apologizing without that understanding runs the risk of sounding insincere and repeating a similar mistake down the road.
Step 4: Take appropriate action after the apology
Sometimes issuing an official statement, apology, or similar message isn’t enough. This is where critically assessing the severity of the situation is really important. This action cannot be tone deaf or insincere. Both overreacting and underreacting will invite criticism on the judgment of decision makers.
Step 5: Prevent it from happening again
What’s worse than committing a social media blunder? Doing it again. Repeat blunders have no recourse aside from hiding under a rock. Does your organization have a social media policy? If not, get started on creating one. Defining the guidelines can help prevent someone else in the organization from repeating the original mistake or committing a different one. If you do have an existing policy, adapt it frequently.
Know What to Do In Case a Social Media Blunder Happens to You
Having a plan and strategy in place for handling social media blunders can help your brand recover quickly. Want help strategizing a contingency plan in case you face an event like this? Contact us for more information.