It’s a bank’s worst nightmare that something will go wrong on social media. In all honesty, it’s any brand’s worst nightmare. However, there is a chance that this can happen, especially if the proper structure isn’t in place.
While we may be interacting on a computer, it’s certainly a person creating the posts. All marketers are human, and we’re all capable of making mistakes.
But that doesn’t mean banks should ignore social media altogether. Instead, we’ve provided a list of ways to recover if a social media post goes terribly wrong.
1. Decide if your bank wants to delete the post.
We make this suggestion with caution, because honesty, deleting the post could put you in a worse situation than you started in. With technology these days, it makes it very easy for consumers to screenshot or save the post regardless of whether or not you want them to. Removing the post can make you look dishonest.
We suggest a little crisis management here. Ask yourself whether it was a small blunder you can ride out, or something much larger that needs to be deleted altogether.
2. Fess up and say you’re sorry.
Once the post has either been removed (or not), release an apology. This apology needs to be genuine and sincere rather than a crafted, cold, PR release. Keep the apology in accordance with your bank’s voice. This is a brief moment to fix the damage you may have caused.
Consumers can see through insincerity, another reason they have become really good at ignoring paid advertisements! They want to hear the apology come from the people behind the organization, not the lawyers and the scripted messages.
3. Measure how bad it gets.
Granted, if it was a small indiscretion and your bank has a small following, chances are it’s publicity will remain minimal. However, if you find yourself in a situation where negative publicity skyrockets, start using a monitoring platform to measure how much attention the post is receiving. This will allow you to do further crisis management.
You’re bank will be able to personally reach out to those who were affected and mend relationships. It will also give you a clear idea of when the storm has passed, and you can start to leave it behind you.
Once the sky has cleared, if you haven’t done so already, your bank may want to think about an approval process for social media posts. Many platforms come equipped with this feature, and it gives added security and control over posts before they go live. It will ensure that multiple eyes view a post which will minimize the likelihood of a “bad post” getting released.
While Tweeting, Posting, Liking, and Sharing, may seem like trivial tasks….they definitely aren’t something to be left to an intern.