With the growth of social media causing many brands to jump in to use as a communication channel to increase new opportunities both create a brand image, create recognition, create sales opportunities or even build a reputation to be known But creating these opportunities inevitably comes with risks
Many times, problems arise from employees in the organization, such as responding to social media chats to dislike followers. behavior of employees after work Brand attacks or negative customer comments to social media postings of employees during their personal time.
All of these are affecting the organization as a whole. But it’s not like we limit the rights and scope of employees to prevent problems. What corporate executives should do is Prepare to cope and have a more comprehensive plan to deal with. On this issue, a public relations expert will introduce PRSSA’s Ethics.
new generation with social media
The first thing to keep in mind is that social media is the main source of news for the younger generation. (Herein, Americans.) A study on social media usage among Americans aged 18-24 found that 51% would use social media sites (Instagram, Snapchat and TikTok) to access information about the COVID-19 pandemic. It is very difficult to determine whether the information is true or false.
Another concern is Some social media platforms neglect to pass on these false information. which can not be predicted that will be misunderstood to the point Previously, Instagram had spread false news about the epidemic and vaccines. Instead, the website’s algorithm published the news and featured it as a featured post, even though Instagram and Facebook both created separate banners for COVID-19. to check news before publishing. But it’s still difficult to trace back.
As this incident shows, it is very important to verify the facts of information before sharing or using it. Therefore, Public Relations must be prepared to deal with this problem.
Executives with their own vision
However, creating a press release to convey to the press about a certain situation to express the vision or attitude of the management. The first thing to do is to check the source of the news thoroughly and check how accurate it is. Because sometimes to express an attitude or rush to summarize certain situations in order for the organization to release useful information. There may also be a risk if the situation changes over time. The corporate public relations department is thus likened to represent customers and brands. therefore have to think carefully as their brand
While social media is an important tool of communication to connect with customers or consumers. Brand awareness and content make consumers feel confident in our brand. Be very careful and check that the information released will not cause bounce problems.
In addition, if a brand or organization encounters a backlash or creates a false message that affects customers or consumers. The right thing to do right now is to check the correctness quickly and apologize quickly. Because it is necessary to the feelings of the followers to reduce the long-term impact.
We have seen many cases of brands with communication problems, such as Food Panda, which immediately punished riders for engaging in politics. But there are both support and bounce, disrupting brands and affecting other employees.
Or in the case of Kim Kadashian, who launched a clothing brand Shapewear, the collection is called Kimono, but the trend has bounced back. The Japanese view that Kim has no respect for the long-established Japanese culture. And history is not something that anyone can easily take for profit. Despite the seemingly serious issue, Kim chose to defend the brand as an executive through The New York Times, saying:She wouldn’t change this brand name no matter what.” But after growing opposition, Kim reluctantly retreated and changed his name.
So that the story ends and she can continue selling in Asia. It’s a good thing to react quickly by executives who show that they care about the “voice” of consumers. But be careful Drama that can affect sales as well
The Corporate Communications Department Considered to be a party in the middle between “executives” and “consumers”, they must be vigilant and know how to compromise.
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