In the fast-paced world of social media, scandals have become increasingly common.
When something controversial happens in the ‘real’ world, this is reflected in the content seen online and social platforms can quickly become a place of chaos – sometimes with potentially disastrous ramifications.
And because there’s no social platform that offers complete brand safety or remains free from controversy, social media remains a complex space for brands to navigate, particularly in times of uncertainty.
The Social Element’s Linn Frost takes a closer look at what brands can do to avoid holding back for fear of saying the wrong thing as she shares how to navigate this distortion.
Social media is like a carnival mirror to society, amplifying both the good and bad of us, creating a distorted version of reality. The damaging rhetorics we see in mainstream media are exaggerated on these platforms and polarising opinions create tension and divide audiences.
Not only this, but people can be drawn into negative ‘trolling’ behaviours through the anonymity of social media, even buying bots to help join in the fun – emphasising the very worst things we can say to each other.
But what we see in the reflection isn’t always so ugly. Social can be an amazing way for brands to connect with their audiences, understand how people speak about the brand and a space for engaging content that sparks joy. In fact, we also see some of the best of society played out on social media – through crowd-funds that go viral, abandoned pets that find a new owner, communities forming around shared interests like BookTok, and more.
With the right contributors, careful management and moderation, social media can be an incredibly powerful and positive tool. And brands can harness this positive power – they just need the right tools and team to successfully guide them through the mirror maze.
Carnival mirrors and social fright
I often see first-hand how the ‘tinder box’ nature of social media can lead to brands developing what I call social fright. This is when a brand is apprehensive about getting involved in social for fear of saying the wrong thing and seeing huge backlash.
As well as controversial news events, the recent changes to the social media landscape itself have intensified this social fright. With the introduction of new platforms (Threads) and the complete transformation of others (Twitter/X), this can cause brands to feel really lost, with the strategies they once felt comfortable and safe with now out the window.
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What can brands do?
In order to successfully navigate the mirror maze of social media, it’s essential that brands develop coping mechanisms and new strategies that they can turn to in times of uncertainty.
My first piece of advice for brands would be to remain present on these platforms, no matter what. Wherever your audience is, is where you should be, no matter how unpredictable these spaces feel.
Being present doesn’t mean you have to jump straight in and get involved. We recommend that our clients ‘lurk’ on platforms and get familiar with what their audiences are talking about and how they are feeling, keeping an eye out for relevant emerging trends. That way, when it feels appropriate, you will be well-informed, ready to react and won’t miss any key opportunities.
For example, while many brands made the most of the Barbie hype leading up to the movie release, some were too late to the party, attempting to join post-release day when the hype had passed, leading to a less effective attempt.
My second piece of advice is to develop a brand playbook that includes a strong and consistent tone of voice and point of view. Having a playbook ensures that every piece of communication you put out, no matter how small, reflects your core brand identity and values – if your messaging is consistent and is reflected back to the brand, you will be able to stand by anything the brand says. A playbook ensures that your brand behaves as a living, breathing human being – not an unpredictable figure behind a changing masquerade.
It is also crucial to have an escalation and crisis plan in place, in-case you are presented with particularly challenging scenarios. At The Social Element, we run social simulations with clients to test and practise the approach. That way, you have already undergone a trial run of your escape route, meaning that the second time round it’s familiar territory and you are ready to react if and when a crisis does happen.
Finally, I urge you to have fun and truly engage with your audience – make the most of the 1:1 relationship that social media allows. By following the steps above, you can be confident that you understand what makes your audience tick and equally, they will know what to expect from your content and presence on these platforms.
This builds a strong, authentic relationship between the brand and audience and gives you room for creative freedom and content that will make a real impact.
Seeing through the distortion
In a way that no other form of media can, social media will continue to reflect society and the essence of human nature, showing the good, the bad and the ugly. Brands must begin to understand that this isn’t a traditional ad platform and anticipate both the opportunities and the challenges it provides.
By ensuring you remain present at all times, maintain a brand playbook and consistent tone of voice, become comfortable with your crisis plan and ultimately, have fun in these spaces, you will be able to find your own pathway through the mirror maze.
Equipped with these tools, brands can embrace social for what it truly is, harness the positive elements of social media and form genuine connections with audiences, no matter the chaos unfolding around them.
