Barclay’s, a British bank, once committed the mistake in implementing a social media campaign. They created a fictitious person named Dan to illustrate some practical tips on managing finances among its Facebook fan base. At the day of the campaign’s launch, the UK media broke the story on the scandalous LIBOR interest rate rigging that resulted to the resignation of two high-ranking executives of the bank, Bob Diamond and Marcus Agius. Obviously, the event was detrimental to the campaign, which was eventually thrust into oblivion.
Your brand doesn’t have to suffer the same fate; and the only way to avoid such a thing from happening is to be sensitive with what’s happening around you. Remember the Kenneth Cole incident during the Cairo riots? Cole pissed the internet after he used the #Cairo hashtag to promote his upcoming collection at the height of the uproar. Don’t make fun of serious situations like these just to get mileage of your brand. It’s a social media no-no.
Going over Twitter, Facebook, and Pinterest streams can be tough for people, especially when the only stuff that appear are promotions from businesses. As Sarah Hicks of Sarah Lynn Design opined in this article, such updates “can lead to negative responses or can make the reader immune to your updates.” Constant promotion on social media channels can induce product diarrhea, which can drive clients away. Instead of tweeting over and over again about your brand and your product offerings, why not provide relevant industry tips to your customers like what RingCentral is doing on Twitter?
A former Major League Baseball employee reportedly hacked into the Facebook fan pages of several teams including the New York Yankees, Chicago Cubs, and San Francisco Giants among others and made unauthorized posts containing funny and obscene messages ranging from a player’s sexual reassignment surgery to a harsh one-liner against actor Bill Murray.
Entrusting an employee with your brand’s Facebook login details entails a lot of risks. Doing so also leaves you with a shadow of doubt, because you’re giving someone else the privilege to access your precious data. Right now, the worst thing that could happen to your Facebook page is for it to get hacked, so you must carefully choose a person that you trust enough to handle your brand’s identity online.
It can’t be avoided, however, that someday, you’re going to have to let them go. And once these admins have gone bye-bye, it would be best to change your passwords right away. “Once the employee has finished his or her last day of work, turn off his or her passwords to the computer system, phone system, and building, if applicable,” suggests this Nolo article. Even if you’ve developed mutual trust or amorous relationships with these people, it doesn’t change the fact that they have access to confidential company information and can instantly log into your social media accounts and alter whatever you’ve posted online or post inappropriate things for all your audiences to see.