It could happen to you. Someone takes over your Twitter account. An intern posts something inappropriate on your Facebook page. A customer takes an unflattering video in your winery and it goes viral.
What do you do? Can you recover from this? There’s no single answer or response to a disaster. But there are things you can do to minimize the impact and to regain your reputation.
Respond quickly. The longer you delay, the more attention the negative posts will garner and the longer the situation will fester. If your account was compromised, change passwords immediately.
Publicly apologize and explain what happened. If a post misrepresented your winery, clear up the matter. The sooner you respond, the sooner you can contain the damage.
Deleting a tweet or a post doesn’t end the matter. Once it’s out there, people can repost it and it can continue to gain traction.
Pay attention. Even if you don’t have a Facebook, Twitter, or other social media accounts, people, for whatever reason, can post things about you, your wines, and your winery that may not be truthful. You do have to monitor what is said about you.
Find out if any employees were involved. Not always easy, but be careful who you allow to post on your behalf. And when you need to let people go, change everyone’s password in the event that other people’s passwords were discovered
Hire carefully, Don’t give someone access to your social media accounts right away. And don’t assume that it doesn’t matter who posts on your behalf. Just because someone is knowledgeable about social media doesn’t mean they are loyal to your brand.
There are no assurances that there will be no consequences, but the damage can be minimized.