Even some of today’s most sophisticated social media suites lack the ability to establish a governance chain to ensure against such errors. It’s all too easy to “push the wrong button” and turn a personal post into a nightmare scenario for a client.
Motrin recently rolled out a campaign addressing the pain caused by carrying babies. A well-intentioned but ill-informed decision, which led to a Twitter revolt, complete with it’s own hash tag, #motrinmom. Motrin’s failure to respond to consumers online led to the story moving offline to the mainstream press.
All of a sudden, people throughout the organization will have access to respond to customers and engaged consumers in real time. This could be a good thing or a bad thing. It’s like nuclear power – it can change the world in some really good ways, or it could totally destroy everything your brand has worked for. It depends on the people wielding this powerful technology.
