Social Media has moved from being something organizations “should do” to something many now understand they “must do.”With it comes great opportunity, and whenever there is great opportunity, there is also crisis. And there is no crisis like a social media crisis.
Before social media, all corporate communications really went one way: out. Now, of course, with social media, it is very much a two way street and customers and donors don’t just want to tell you about their experience with your brand. In many cases, they want a seat at your board table.
If they do not feel that they are being heard, or if they feel you are acting not in their interests, they will one of two deadly things:
- ignore you
- push back
Either way, it means fewer sales or donations. Even brands with lots of money get it very wrong as this infographic from Frugal Dad demonstrates: