I see it weekly if not monthly. Brand or company X goes about their business on a social platform, marketing, putting out fun apps, doling out coupons and yes in some cases, engaging. Then one day, they get attacked by their customers or perhaps an advocacy group. The response tends to always be the same.
Shut it down.
In my estimation, the organization, business or brand in question has not gone through the rigor of scenario planning, and doing the fire-drills to prepare for attacks in social media.
Here’s a terrific post on how you can avoid internal backlash when a social media project goes off the rails. David suggests brainstorming possible scenarios, running social media fire drills and having alternate pages ready to launch in case things go wrong.
