Social Media Risk

Got more than a few questions this week regarding the recent Facebook bra color phenomenon. I have not found any answers to who was behind the campaign, apparently designed to raise awareness for breast cancer. It officially was not the Susan G. Komen foundation, according to Business Week.

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So – what does this have to do with risk management in social media? Everything. This is a prime example of how – whether brands like it or not – anyone can instigate dialog on a national or international basis. It’s no longer the sole domain of the CNN‘s and NBC‘s of the world.

And the bigger question – was it effective? It made me spend a lot of time thinking about breast cancer, and I heard about it from several different women. At least anecdotally, there was a lot more awareness and dialog around breast cancer than normal.

Hopefully this translates to more mammograms and lives saved. Great example of using social media to mitigate an entirely different, and much more important kind of risk.