You’re a cutting edge digital agency, right? You have the capabilities to drive and manage your clients’ social media presence. Now, the question is, do you really want to? Today, Chrysler decided not to renew its contract with New Media Strategies (NMS) two days after an NMS employee tweeted from the @ChryslerAutos account: “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to [expletive] drive.” Although the tweet was quickly deleted, it had already spread to blogs, some of which criticized Chrysler’s “cold and corporate” response. Fortunately for you, NMS’ downfall can serve as a cautionary tale. First, determine who controls social media content, you or your client, who has access to the accounts, and whether or not content must be pre-approved or screened prior to posting. Second, have a plan in place regarding how to address negative posts (even accidental ones made by your own employees). Be creative, in some cases, you might be able to take a humorous spin on the screw up. Last, keep in mind that all it takes is one accidental tweet to kill a strategy. Be sure to check out the comments on the original article.
