If You’re Going To Use Social Media, Do It Right
Last week Amy Sample Ward and I held a webinar with Care2 on Social Media: You’re Probably Doing it Wrong. We had a terrific conversation about some of the themes we discuss in our book Social Change Anytime Everywhere such as how to manage an online crisis and avoid alienating your community. We also discussed how to foster meaningful conversations with your community. Here are three of our favorite tips that we shared.
What was the first thing you did after hearing about the shooter that killed 12 people and injured 58 at the Aurora movie theater in Colorado? Perhaps you jumped on to Twitter or Facebook to look at what friends were saying or sharing. Maybe you turned on CNN to watch the story unfold. I bet you did not expect to see these tweets from the NRA.
It turns out, that this tweet was sent out via Hootsuite and was posted as an automated tweet by one of the official NRA accounts. It’s times like these when you realize how automated tweets can make your organization look insensitive and out of touch to breaking or tragic news that is unfolding. We recommend that if you need to schedule social media posts, you do so sparingly and be prepared to delete them quickly if breaking news is happening.
There is a lot we can learn from branding guru Guy Kawasaki who has over 1M followers on Twitter including how he mishandled constructive feedback about his automated tweets about a German Shepard eating like a human video following the Boston Marathon bombings. After his followers asked him to stop sending out the automated tweets, Guy tweeted back “Loving how people with less than 1,500 followers, are telling me how to tweet...”
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