Don't be easyJet. A sad tale about social media.

This response by easyJet’s social media team yesterday is an absolute Master Class in how not to deal with a brand-negative comment or photo. It is also another example of how even well-known, established companies still do not understand the impact of their own social media - and more often than not, leave their brand, image and reputation in the hands of unskilled, inexperienced “managers.”

This problem tends to increase on weekends when presumably, there are either fewer people around to oversee the content or it’s given to revolving freelancers – sometimes both.

Don’t do that.

Do not put your brand in the hands of someone who does not thoroughly understand your company, your values, and your messaging.

Do not put your company’s reputation in the hands of someone who does not have years of experience posting content and responding to the public.

Do not hire anyone who does not know how to capably handle every possible negative comment that can arise regarding your product or service.

There are 25-page brand guides created specifically for companies that care about their image and social media. I know. I have worked on a few.

I also wrote copy for easyJet many years ago. They were extremely vigilant about their branding (font, use of the proper orange, etc) and I imagine they are still today...

Except when it comes to their own social media.

Don't do that.

Don't be Ross.

Train your online managers or the ad agency responsible as you would a human resource manager. Or your PR team. Or your VP. Create a response bank. Update it often. Hire people who you know. And trust.

Hire people who can spell.

I’m not sure there has ever been a major study examining the financial losses caused by poor or inappropriate social media content. There really should be.

#socialmedia #dontbeross