A social media crisis impacts both the corporate and leadership brand.
“This is the most revolting irresponsible response to a tweet containing sensitive health information I’ve seen from a corporate entity,” tweeted a woman in response to Harvey Norman’s recent social media misconduct.
Far beyond social media circles, this consumer comment should serve as a vital warning to all boards and executives. Public backlash has been swift and the trial by media will continue. But the message we want business and government leaders to hear is the impact social media mistakes now have on them and their future reputations.
Social media is no longer something the marketing or digital teams manage ‘over in that corner’. Getting a quick update on likes and shares in a monthly report is not good enough from a corporate governance perspective.
As this unfolding disaster shows, even tactical and individual social media decisions have an impact on corporate and leadership brands. Leaders must know what is happening on social media – that conduct, governance and processes are water tight and best practice.
The stakes are too high and the risks, too great.
Why? The stakes are too high and the risks, too great. Because we know where the buck stops.
Misconduct like this has a way of turning the spotlight on executives, drawing skeletons out of the closet, and leading to fingers being pointed at key decision makers.
In our conversations with clients, we often discuss how the transparency behind social media forces organisations to have conversations they’d rather avoid – this example is no exception. Harvey Norman’s example is a warning shot.
For any leader, a crisis is never the time to start scrambling, when the spotlight is on and scrutinising your every move. The time to prepare for tough times is well before they happen.
Leaders must establish their own online profiles, be actively listening to online conversations, purposefully participate online and build networks that will support them when challenges arise. Personal ownership of their own digital reputation is crucial to protect their own reputation when it matters most.
