A day doesn’t go by without a story about a well-known company grappling with the reputational fallout of an offensive comment or image appearing on its Facebook page or Twitter stream. Sometimes the damage happens as a result of an inadvertent tweet by a member of the company’s own social or community management team. (Think US Airways.)
But far and away the greatest risk to a company’s brand originates from external, consumer-generated posts that range from physical threats and extreme profanity, to racism or religious intolerance.
As companies grow their social media followings, the challenge of maintaining vibrant social communities that accrue positivity to their brands also grows.
Here are seven practical tips for getting and staying ahead of your social media detractors: