Over the years I’ve discussed social media strategy with quite a few executives from large organizations. It’s no wonder so many approach social media with caution. They’re well aware of worst case scenarios, and as a byproduct, the majority of executives today still hesitate to play a highly visible personal role in social media, despite the best efforts of evangelists such as myself to drag them kicking and screaming into the 21st century.
Nonetheless, every major brand now recognizes the opportunity and necessity of engaging in social media conversations. And none that I know of are still relying exclusively on interns or just-out-of-school new hires to manage their programs. Projecting a brand presence into social media is a serious undertaking that requires communication skills, a certain amount of finesse, and common sense. This is where training and coaching come in, which is a topic for a future blog post, along with crisis preparation, which is the topic of a post I wrote that was published today in the Trapit blog.
Social media flips the status of big brands from their privileged position Continue reading “Brand Risk Management in Social Media”