Social Media: A Best Friend or a Big Enemy?

 By Samantha Schaitberger, Assistant Account Executive, Austin

"Twitter is a frenemy...the network uses, relies on, and is scared by, social media."

- Jeff Zucker, CNN President

“Can he say that? Is he allowed to say that?” I wondered to myself. I felt discouraged, but the world kept spinning, I kept writing and life moved on. 

A few years later as I sat in class refreshing my Twitter feed, I began noticing tweets from friends in Virginia, New York, Philadelphia and Washington D.C., all asking, “Did everyone feel that shaking?” Determined to find out what was happening, I searched the New York Times, the Atlanta Journal Constitution and the Washington Post. Nothing showed up, but on Twitter, hundreds of comments were pouring in. 

It wasn’t until 30 minutes later that the first news article mentioning the earthquake hit, and I then realized what my journalism professor had meant. The digital age was in full swing.

Breaking news is no longer read in a newspaper and the latest products are no longer discovered in magazine ads. At the intersection of the evolution between traditional media and the digital world, social media channels like Twitter are integral. Fast-paced and globally popular, sites like Twitter have changed the way media is consumed, catapulting a revolution in how stories are delivered and how they are told. 

There are currently 200 million active Twitter accounts and over one billion tweets sent every week. Over the past three years, the power of Twitter has become more and more apparent. 

During the heartbreaking Boston Marathon bombing investigation, activists, government agencies, news organizations and people all over the world came together on social media channels to stand in solidarity. Brands raised money to support relief efforts and American Airlines offered special travel options to those affected by the tragedy.

Social media has become an undeniably important asset, but despite its significance, the swiftness of social media also gives cause for concern. 

Information on social media spreads rapidly, accurate or not. The average Twitter user doesn’t employ fact-checkers or cite sources as traditional media does; raising the question, how factual is the information being posted and who is held responsible when that information is wrong? 

Following are some guidelines for brands, organizations and individual users alike to consider when using social media:

1. Double-check everything before it’s posted and then check again, especially before posting after a tragedy or about a holiday with a significant history. Always get multiple opinions about the appropriateness of the brand’s message and its timing. Tragedies and controversial historical events are never a time for blatant self-promotion. 
2. In a social media world where inaccurate information roams free, being right is far more important than being first. If a story begins to unfold about a brand, get ahead of it as soon as possible, but first ensure necessary information is verified.
3. Have a crisis communications plan in place for negative social media feedback. By promptly addressing user complaints, brands have an opportunity to turn negative feedback into a more positive experience. 
4. Always say no to automated responses on social media and be mindful when scheduling content in advance, as news can break at any given time.
5. Though exceptions exist, it is generally best to keep political and religious opinions out of brand social content to help avoid alienating fans. 
6. Only delete negative comments if they violate the channel’s clearly stated social media policy. Fans remain loyal to brands that are transparent and consistent. To quote Shakespeare, “No legacy is so rich as honesty.”

Stories will always need to be told, regardless of how they’re delivered. Whether written in 140 characters or in a 300-page novel, words have the power to instill change. That’s why it’s crucial for brands, organizations, media and individuals to always take a second glance before pressing “send.”