Communication Strategy Group article in Long Island Business News
The importance of taking it slow – and, when necessary, acting fast – with your social media marketing campaign, according to the Smithtown-based Communication Strategy Group:
- Slow and steady. If not carefully thought out, your social media marketing engagement strategy can quickly go sideways. As a business owner, you probably already recognize that you can’t control your social media exposure.
- Prepare, don’t procrastinate. Consider all possible problems that may occur and prepare your response in case they do. If you’re asking users to post their experiences with your brand, be prepared for responses that may not carry a “G” rating.
- Make policies, not excuses. Before you launch your large-scale social media campaign, develop – and post – a policy that specifies exactly what your brand will and will not allow insofar as responses and commentary.
- Reach out, don’t retreat. If you or an employee posts something irresponsible or offensive, remember that time is not on your side: You must own up to it immediately and reach out to consumers with a heartfelt apology and retraction. You should have standard text prepared for such cases.
- Respond, don’t react. You must respond well to a social media crisis. Don’t let things get personal. Don’t go into hiding. Don’t sulk. These poor reactions do not mitigate a social media faux pas; instead they make things worse by pouring gasoline on a firestorm.