By Bethanie Woods
1 Double and triple check.
Before, during and after posting you must double check, and occasionally triple check!
There’s nothing worse than sharing a personal picture to your Facebook profile, only to realise twenty minutes later that it’s on the work page and your clients don’t care about it. You must double and triple check that you are posting to the right account! Especially if you work within marketing and run multiple accounts.
That’s not the only thing you need to check multiple times. You must make sure that all the wording and hashtags are perfect – how could we forget #susanalbumparty on Twitter? Avoid an embarrassment like that and make sure that all is as it should be; maybe get someone else to check it over before it goes out?
2 Have a checklist for checking.
When you do your double check before posting then there are a few things you should definitely have on it:
- Is your spelling and grammar all correct?
- Does your tone match your brand?
- Will it start an argument? If it does then general rule of thumb is: Don’t post it.
- Following on from point 3, unless you’re a political brand, try to stay neutral.
Those are just a few of the checks you should be doing.
3 Be prepared for anything.
Be prepared to wake up to a flood of mentions, absolutely anything has the potential to go viral for any reason. Even a slight mis-wording can cause an avalanche of trouble; meaning people mention, retweet and share with negative comments that could damage your brand. It’s useful to have a statement or response prepared for every scenario so that it’s ready to go.
4 Keep up to date with current affairs and remember the past.
One post timed badly can open the Pandora’s Box of negative press, so you would do well to remember the past while keeping your head firmly in the present and future.
Remembering the past may be the hardest thing to do, but learn from Adidas. Adidas sent out an email, the subject of which was ‘Congrats, you survived the Boston Marathon!’. This is a seemingly harmless email subject line, until you remember the Boston Marathon events of 2013, where people did not survive.
As well as that, you must keep yourself and your brand in the now. When an influencer dies then give your condolences, and don’t do a Cinnabon and try to capitalise on it. Keep it classy and keep it respectable.