Shield Your Business from Online Meltdowns In Election Season

Every election means it is magnesium hot on social media channels. In today’s heated political climate, one wrong social media post can destroy a reputation and a business overnight.

If you own a business, particularly one that relies on consumer relationships, you, your employees, and/or contract workers fighting the good fight on behalf of favorite politicians or causes, can have a very destructive impact on your company, and your brand.

Many are not aware that vocal social media posts can harm not only their personal lives but their businesses as well. It is common for most to believe that they are having passionate debates amongst their family and friends. Not so. Social media is the equivalent of standing on a busy streetcorner with a bullhorn. If one is wearing a company logo in their online photos or displaying a company name on a profile page, then they are also serving as a company spokesperson while having those passionate debates.

Here are five tips for business owners to help you and your employees avoid adversity during this election season and beyond.

1. Define your company’s core values. What do you stand for? What are your guiding principles? Your core values are the cornerstone of your company’s culture and define your expectations and accountability for your behavior and that of your employees and contractors. For example, Coca Cola – “Diversity: As inclusive as our brands.” Amazon – “Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers.”

2. As part of your core values, you also need to define those actions you will not tolerate - racism, sexism, violence, or threats of violence, for example.

3. Share your core values with your employees and contractors often and remind them that any action taken that violates the company’s core values can be a means for dismissal. For an extra added dose of protection, post your core values on your website for all to see.

4. Ensure that your employees/contractors know your expectations extend to social media and beyond. They may think that their personal time is private. However, if what they do during their personal time violates the company’s core values and negatively impacts the reputation of your brand, you have the right to dismiss them. For example, if an employee threatens to harm or disparages others on social media, you may consider terminating the relationship.

5. Provide helpful guidance and offer a training program to build awareness. There are a lot of nasty things out there and engagement with the wrong set could result in considerable damage to their reputation, and a loss of their job. Give them helpful tips like: Remember to treat others with respect, show some grace, react with kindness, or even better do not react at all.

Act now to safeguard your business reputation before there is an incident. If you need help with defining your company’s core values and sharing them with your constituents, just email our team. Good luck out there!