- About Me
- Croydon Consulting
- FAQ on Risk
Posts Tagged social-media
I began calling for the proper management of social media risks in 2009. Back then we were still trying to convince people they should use the various social media tools to advance their associations and nonprofits. The big fear was (and still is) “what if someone says something bad about us?” There are numerous examples of social media horror stories such as the Domino’s Pizza video, United Breaks Guitars, Greenpeace’s attack on Nestlé’s Facebook page, Susan G. Komen versus Planned Parenthood, and Progressive Insurance. Bad public relations incidents are still the most significant risk with social media but is also very manageable.
As I wrote in my first post on social media risks for SocialFish in May 2009, The Hidden Risks of Social Media: It’s Not What You Think,
Lack of active participation in social media may be your greatest risk. Your association may not have a formal social media strategy but many of your employees and members (especially chapters) are already participating through LinkedIn, Facebook, Twitter, Flickr, YouTube, FriendFeed or Ning, just to name a few. People are conversing about your association – if they aren’t talking about the association, then you have a larger problem.
Social media has changed how we live and work. It is a fact of life and you better be prepared to deal with bad or negative publicity whether it starts on social media or is played out on the various outposts.
Altimer Group, a consultancy founded by Charlene Li, “provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.” As a research organization Altimeter focuses on how disruptive trends can be used by organizations. Social media is definitely a disruptive trend. The firm’s most recent research was on social media risks addressed in its report Guarding the Social Gates: The Imperative for Social Media Risk Management. They also hosted a webinar on the topic. As a risk management consultant I’m always pleased and excited when other people and organizations talk about the importance of risk management. I strongly encourage you to read the report and listen to the webinar. Share the information with the key people within your association or nonprofit.
Social media is unusual because it is a source of risk but also a valuable resource for mitigating risks especially negative publicity. Not all PR crises start on social media (nasty tweet or video) but they are all “played out” on social media. For example the Susan G. Komen incident started with a corporate decision reported in the press but quickly moved onto the social media stage. The Penn State scandal started with a newspaper report that promptly moved to the online world. The teachable moment is that if your association is not ready to respond quickly via social media you are at a distinct disadvantage. You will get criticized not only for the original incident but how you handled it.
There is nothing new in the report, just reinforces what I and other risk management types have been saying. Every organization regardless of its size should identify and analyze its risks arising from social media and develop its techniques to manage these risks. If your organization already has a risk management program adding social media to the mix is easy but few associations have such a plan. Croydon Consulting (me) has experience with managing these risks. I’m a member of the SocialFish team so often partner with Maddie Grant and Lindy Dreyer to address these risk management issues. We are also working with Epic PR Group to further enhance our capabilities.
Social media is too important to your association’s success to leave managing the risks to chance or fate. Follow the steps provided in Guarding the Social Gates or seek help from the many resources available (like me). Sorry for the blatant sales pitch but this is one issue that can’t wait. Good luck.
About this blogLeslie White consults to associations and nonprofits about risk management and risk and social media.
- RT @JoyAnnReid: I'm the proud daughter of immigrants from British Guyana and the Congo. My immigrant family - my cousins, aunts, uncles and… 1 week ago
- RT @peterdaou: CLARITY: THE PROBLEM IS LESS TRUMP AND MORE THE REPUBLICAN LEADERSHIP THAT ENABLES HIM. The outrage, ire, shock, and oppr… 2 weeks ago
- RT @jeffjarvis: Weekly Standard, mind you twitter.com/weeklystandard… 2 weeks ago
- RT @johnpavlovitz: https://t.co/DmyOzHydr8 1 month ago
- RT @MikeLevinCA: It’s totally unconscionable that 800,000 DREAMers still face deportation and 9,000,000 children still face their healthcar… 1 month ago
- LinkedIn Groups: What you Need to Know NowIf you're an organization that relies on LinkedIn groups as your online community platform, now is probably a good time to start crafting your exit strategy.
- The Great AMS Shakeup and what to do about itOnly association insiders have the existing relationships to understand the true implications of such a big corporate buy-out - and this is a small pond and word travels fast.
- Social Media Stress is RealToday, APA released the second part of their annual Stress in America™ report, which focuses on something that’s super real for me and, according to the report, 86% of US adults: social media stress. Apparently, I’m not the only one who is a “constant checker”–someone who constantly or frequently checks their email, texts and social media accounts…and it’s d […]
- Why the Boston Globe Shouldn’t Be Building Community on Facebook"Any platform that’s free, is out to serve its own bottom line and interests, AND doesn’t offer any metrics for its community feature–let alone let you tie it back to your own CRM–is not the place to invest in building community. As a funnel back to your owned community? Sure, why not. But as the solution to engagement or revenue problems? Just no. […]
- Everything You Need To Know About Online Community ManagementI've partnered with Ben Martin of Online Community Results to offer an on-demand, crash course on the Essentials on Online Community Management (EOCM). We designed this course for community managers (full or part-time) and the executives who oversee community management.
- Marketing: Don’t Put All Your Eggs in One BasketTo really maximize the potential for digital marketing, you'll need to use multiple channels that reinforce your efforts and expand your presence.
- LinkedIn Groups Have Changed. Do They Still Make Sense for your Org?How have the changes impacted your org's LinkedIn group? Anyone experiencing any positives to counteract the negatives I and others have experienced? Comment by sharing this post.
- Why Associations Should Be Planning Their LinkedIn Exit StrategyIf LinkedIn were a brick and mortar place that the owners were just slowly letting fall apart, wouldn’t you assume that they were just riding out the decline until eventually closing their doors forever?
- The #FutureOfBusiness WILL Radically Change Everything As We Know ItThis post focuses on the market and the environmental factors that has brought us to where we are today, part of a series of posts on the #futureofbusiness by Hessie Jones.
- Can Marketing and IT Collaborate?
- LinkedIn Groups: What you Need to Know Now