The Solstice Advertising Illuminator

Social Media & Business: Lifeline or Landmine?

Social Media can be an efficient and effective way to keep engaged with customers. It's leveled the playing field for marketing-related communications. A small business can be on the same media channels as major corporations, but there are risks involved. For many companies, social media messaging doesn't receive the same scrutiny as communications in more traditional media. Before a print ad runs, or a TV or radio spot airs, there are usually plenty of eyes and ears approving (or disapproving) the final product. This is typically not the case with Twitter tweets or facebook posts, but there are a few steps all social marketers can take to help avoid and mitigate the potential perils of these fast-paced, real-time communication channels.

Put a responsible person at the helm.

The lure of "free" media is hard to resist. While the medium might be free, maintaining meaningful updates and copy requires time, either yours (which is in essence money) or that of a dedicated person or team (which is actual money). Cutting corners by hiring inexperienced people or doing it yourself doesn't always pay off. Just ask Kenneth Cole. Even respectable non-profits have made missteps in this regard.

Have a strategy and stick to it.

Assume something will go wrong and have a plan. An accidental tweet? A nasty customer complaint? There are ways to deal with all of these, some better than others. We'll focus on the wrong ways first.

  • Don't ignore negative comments. People will assume that you're not interested in feedback. That never looks good.
  • Don't delete negative comments. It makes you appear disingenuous and non-transparent.
  • Don't get defensive. The last thing you want is to carry on a public spat with customers. No matter who is right or wrong, you lose. Just ask this bakery in Arizona.

There is no one correct way to respond to criticism, but there are some sensible things to keep in mind.

  • Be sincere. No one likes to be patronized. Stock responses and generic platitudes will come across as apathetic at best, or condescending at worst.
  • Try to offer a solution. While your solution might not be perfect every time, the fact that you're trying will go a long with your customers, especially the ones reading the comments. They might even come to your defense if the original commenter persists.
  • Keep true to your brand voice. This is not the time to go off-script. If snarky humor is not a brand trait, or an approach your company typically employs, this will fail miserably. Though humor can be good, if it fits you.

Use social media sensibly.

This isn't "Glengarry Glen Ross" and Alec Baldwin isn't your boss. Don't "Always Be Closing." The internet is full of stories about companies using inappropriate events and holidays to try and "sell." Avoid hash tags that can get you into hot water. And seriously, don't come up with ridiculous reasons to get page "likes." For guidance on what not to do in this regard, check out this page.


Bright ideas. Bright clients. We'd love to work with you. Email or call us at 907.258.5411 to arrange a meeting.

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