Maintaining control of social media platforms after a disaster

Maintaining control of social media platforms is vital for salon managers, especially after an incident like redundancy or sacking. An online 'hijacking' in the UK and a flood of negativity in the US recently shunted two well-known brands to the top of the search lists in a most embarrassing display of how not to manage social media. US fast-food chain Applebee's was at the centre of a social media circus for firing a waitress after she posted an image on a social network of a negative comment written on a bill by a customer. Initial responses by Applebee's social media team to the raft of angry posts by the public ranged from misinformation to its blandly copied and pasted corporate policy, before the company began hiding messages and blocking users. Talk about turning your back on your customers. Meanwhile, in the UK, troubled music and DVD high-street retailer, HMV, lost control of the company's Twitter account just as it started paying staff off. Not very clever. Seven tweets were posted by a rogue HMV staffer who had control of the company's social media, including: 'Just heard our marketing director (he's staying, folks) ask "How do I shut down Twitter?"' It was enough to ensure the story got picked up by the national press and, of course, every social media network around. So how can you limit misuse of social networking platforms in the face of a drama? Limit access It seems so simple, but despite Twitter and Facebook exploding into our world, many salon owners are still reluctant to embrace social media themselves. Instead, they delegate it, often to someone young and junior who understands Twitter or Facebook. Recognise the power of social media, lock down control of your brand's communication channels and give only your most trusted associates access. The easiest way to do this is to utilise an outside management program, which allows for additional users that can be removed when an employee leaves. This way, you never give access to the main accounts. Keep your eyes open Keeping strict control over your salon's account will not limit bad press on personal accounts, and these can create bad vibes just as easily. Using a social media management service can alert you the moment your brand is mentioned online - either positively or negatively - so you can respond immediately. Have a plan Dealing with negative comments or issues via social media is a matter of when, not if. When that time does come, it can be hard to think logically or professionally in the heat of the moment. So come up with a response strategy now. Start by figuring out who will be responsible for reacting in such situations. What steps need to be taken to find out what happened and come up with a solution? Do they need to get approval before doing so? What responses would be in line with your salon's image and values? Listen  Your natural response is to be defensive. But in the case of an unhappy client, it's best to hear out the individual. By deleting a negative comment, you don't make the problem go away, you create an even bigger issue. it goes without saying that responding to complaints or reviews in a way that invalidates the complainant's opinion makes you look childish. Acknowledge and thank the poster for the feedback, then ask to take the conversation to email or phone rather than continuing it in a public forum. Take a similar stance when it is a disgruntled employee, but perhaps miss out the bit about being grateful for the feedback. Get offline Going back and forth with someone being negative in a place of high public visibility is like airing your dirty laundry in public. Acknowledge the comment publicly and suggest you continue the discussion privately. If you're unable to contact the person directly, ask him or her to contact you. For issues not involving a specific individual, state your position and then lay low. Posting over and over again, especially if there is no new information, only lessens your credibility. Finally, be sure to keep private matters like internal policy and employee issues private. Posting this looks like you're trying to deflect blame. Valorie Reavis is part of Linkup Marketing, an online and social media marketing specialist focusing on search engine marketing, salon email marketing programs and social media marketing for salons and spas.