The inspiration for this column comes from Game of Thrones.
Now there's something I never thought I'd type.
The funny thing is I've never seen the show. And don't worry about spoilers, as I don't plan to watch it. But the problem as it relates to this column is that too many brands have watched it. And by brands, I mean the people who do social media for your favorite brands.
It's not a bad thing across the board. Done with an elegant hand, it's possible to create something fun and memorable that can even go viral.
Where we start getting into trouble is when it's done without that elegance. And it's not just Game of Thrones. Any current event that can be used in a social media share is fair game to be fantastic or a disaster.
I don't want to embarrass any other brands; they've paid enough via all the angry replies they've had to read over the past several weeks. But generally speaking, politics and most hot-button topics in the news that make your blood boil for one reason or another should be dissected carefully before posting — as yourself, and especially as your brand.
In general,
sticking to your message and your voice is best. It's safe, but you know it's what your customers expect. Going off script is tempting because you want to be a part of the wider conversation, but the wider conversation may not be where you belong.
Here are a few ways to proceed with caution:
Anticipate the response. This isn't easy, and it's a skill I've honed over many years in the social media field. Taking a step back and viewing the post through a different lens before it goes out is crucial. Think about your followers and not just what they might say, but what they could say. Also remember that your post may be seen outside of your industry, especially if it goes viral. Ask yourself what will happen if you don't interject. Ask yourself what will happen if you do. Then, make the call.
Ask yourself: Why am I wading into these controversial waters? If the topic is about saving money or retirement, and you think it makes sense to dive in, by all means change into your swimsuit. If it has nothing to do with your brand and what you usually talk about, but you're reacting to a trending hashtag, hang on.
Ask someone to read over your shoulder. Is this a bad idea? Watch that person's facial expression.
You can learn a lot from that, a lot that you won't learn if you email it around the office.
So what happens if you mess up and make the wrong call? I've said many times that social media success doesn't come without failure.
Sometimes you have to learn the hard way. If that happens, consider removing the post but only if you post something in its place explaining your stance. Just deleting and pretending that no one saw it is the worst way to handle it. Believe me, they saw it — and they won't let you forget it.
If you have a social media question or an idea for a column topic, please let me know. Tweet them to me with the hashtag #onsocialmedia or email me at
skleinberg@investmentnews.com. And remember to follow
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