Lately we have seen big brand being attacked on social media:

• Intel was attacked by activists opposed to minerals mining in the Congo inundated Intel’s Facebook page
• Nestlé, maker of Kit Kat, was attacked for using palm oil from companies that where trashing Indonesian rainforests
• Shell was attacked by human rights group Amnesty International  for their activities in the Niger Delta
• BP was attacked on Facebook by a boycott movement called “Boycott BP,” urging a worldwide boycott of all BP brands and services

But remember that your employees are also users of social media. They can generate content as well as anyone else and have the power to smear your reputation.

Two Domino’s Pizza employees thought it was funny to film themselves abusing takeaway food and breaking the hygiene standards in one of Domino’s Pizza store kitchen.The video was uploaded on YouTube and received more than one million views before it was pulled down.

This scandal resulted in a multi-million dollar loss and caused great damage to Domino’s 50 year old brand reputation.

Criminal cases had been filed against the employees.

Luckily, Domino’s was fast in responding to this scandal. It immediately created its very own Twitter account to promote positive coverage and address customers’ concerns. A YouTube video apology, featuring the CEO was also posted in an attempt to repair part of the damage.

Vodafone was forced to issue a grovelling apology to its thousands of followers on Twitter after one of its customer ­service staff broadcast an obscene message on the micro-blogging service. The message appeared on Vodafone’s official Twitter account, which is used by the company to deal with customer complaints. Instead of the usual helpful hints on how to make the most of its range of handsets or direct responses to individual customer service queries, VodafoneUK’s followers were treated to a message reading “VodafoneUK is fed up of dirty homo’s and is going after beaver”.

Vodafone UK later released a statement indicating the message was the work of a rogue member of staff. It read: “This afternoon an employee posted an obscene message from the official Vodafone UK Twitter profile. The employee has been suspended immediately and we have started an internal investigation. This was not a hack and we apologise for any offence the tweet may have caused.”

It is really unfortunate that companies have little control over irresponsible employees on social media. Whatever little we can do, we should. It is important to educate employees about the use of social media and its impact. Probably these employees were ignorant of the consequences of their act.

Short URL & Title:
Educate employees about the use of social media and its impact — http://www.torbenrick.eu/t/r/ihd

Related posts:

1. Youtube apology campaign
2. Better have a social media risk management plan
3. Social media sites used to channel anger and frustration
4. Surviving a corporate image nightmare
5. When social media is used against you