What credentials do you make sure to cross off of your list? Have you done it as horribly wrong as one Atlanta restaurant?
Social media is a term that far too often is trivialized. As someone who has spent the past few years managing just these profiles for various bloggers and companies, this is an insulting and concerning notion every time it is made. Recently, an establishment in my very backyard (figuratively speaking here) caused me some embarrassment that we allowed restaurants in Atlanta the ability to maintain social media accounts.
Wait, wait wait. That THIS PLACE was allowed to have a social media account (record: they have deleted all of the horrendousnessness. I am hoping one of the amazing members of GSMMs posts their screenshots live today so I can share. Essentially, this company used profanity to insult someone they claimed failed to leave a tip, and opened her PROFILE picture up to scrutiny and insults). Because most of Atlanta restaurants? Kick butt and know how to utilize social media. I can personally attest to the awesome communication of some, including the Atlanta Area Melting Pot.
Anyway, let’s chat.
While tempted to engage on the same level this embarrassing establishment took itself too (hey y’all, southern-born, Philly-bred; I have a little bit of everything in here), I’m going to refrain from mentioning how ashamed this sorry excuse of a business should be today. I will not even mention how much they clearly lack the skills to effectively run their social media and how quickly they should hire someone to do damage control. Oh, and how embarrassed of themselves they should be at this moment..
Ahem.
Let’s instead, *objectively* take a look at the key issues from this situation.
Bullying
This term is tough. You never want to turn something substantial into an alarmist turn, overused and then becoming impotent. But how do we address situations aimed at adults? We need to be sure the message is clear. While many arguments can be made here, I’m going to assume this was not the intent. I’m just going to say that it’s never a good idea to target an individual. Again, not claiming this was the intent. Just stating this for future social media purposes.
Inappropriate professional behavior
More than once, I encountered the argument that people disparaged restaurants in reviews on a regular basis; why is doing it in reverse any different. Quite frankly, I admire these people’s attempt at evening the playing field. These people want to ensure equality is given all around, and do not see why the argument is that big of a deal (I’m guessing they avoid political debates too; smart people.) The difference comes when you consider brands on social media profiles compared to personal profiles. Whether it’s “fair” or not, a brand’s page is their representation of their company. It instantly gives them “professional” status, whether earned or not. So, while it may seem that a brand page should hold as much credibility as any given person’s page, the fact that they represent a “professional” institution lends the sense of more of a responsibility. Which, I may add, that many brands handle very well.
Client relationships
Look. Clients are never going to be 100% easy, despite the field you may be involved in at any given time. Even stripping away any possible other issue, no two humans view something in an identical manner. Should someone leave a tip at a restaurant with appalling service? (This is rhetorical. Arguably, I would have initially said yes. My husband, shocked at my acquiescence, asked why. I found that nothing other than common practice dictated my response. Especially after last week when we were at an Italian restaurant and I was told they had no extra mozzarella cheese. Seriously. So, fair enough).
Here is the point: was the client right? Yes. No. Maybe. IT DOESN’T MATTER. Businesses are in no way obligated to deal with every single tiny issue that is thrown their way. In fact, ignoring many of them is probably the best approach to take. Social media is both a privilege and a responsibility. The way you conduct yourself online represents your business. I get that we’re not talking some high class place here to begin with- but a few dirty puns are a far cry from the cyber-bullying claims that could arise from this situation. But truly, despite the type of institution, the point is businesses- of any kind- have a social responsibility. Abusing the privilege of having an audience not only puts you in a publicly acknowledged bubble of shame, but casts a negative light on social networking in a professional manner in the first place.
Quite frankly, that’s irritating. There are too many people, too many brands, too many projects that have taken off through social media marketing. Good, powerful things have occurred as a result- just look at a project like soles4souls. Social media has the power to do so many great things. It is a vehicle for amazing humanitarian ventures we have yet to see; it is a way to connect friends, family, and those we don’t know to leverage amazing tasks; and it can be a powerful, successful marketing tool.
Let’s make sure we don’t mess it up, m’kay?
Welcome to My Front Porch Swing! I'm Ashley, a Georgia Mom of 2. I work from home running social media promotions, particularly representing small businesses. You can almost always find me on Twitter and devouring as much about Social Media as I can. Follow along as I navigate life as a work at home mom and wife while striving to find a balance. Note the word "striving"
