Be careful - years of branding can go away in a flash

It takes time to build your brand.  Sometimes, when the marketing is on point and the social media is strong behind a good product, a brand can really take off...that is always the goal.
Even if a brand takes off quick, it takes a while to massage and craft the perfect message and story.

That can go away in a snap if you are not careful.

It is ok for brands to take risks. 
The marketing doesn't always stick.  Sometimes a great idea can be poorly executed or just miss the mark.  That happens.  
But, you can't take a crazy risk that is controversial or just plain stupid.

You might think, oh this is simple to remember, no way this can happen to my brand....well it can.

All it takes is one person on your account to think something is funny and post, share or retweet and you are in the crosshairs.

You must make sure everyone in your corner is on the same page.  If you add someone new to the mix, you must make sure they know the branding, the message and overall tone of what is trying to be accomplished.
If they do not, you might get an off-the-wall post that doesn't make any sense when looking at your entire brand.

Now, is this mission critical?  If it is not crazy or controversial, no.  Just weird to see.  You can always delete or ignore and move on.

But let's say the post or share is something that got legs and is making the rounds.  You are in the middle of a mess and have more work to do.

How can this be avoided?  Be smart with who you have posting on your social channels.  Make sure they are aligned with the brand and fully understand the messaging.
Only have people you trust on your accounts, maybe use a scheduling software at the beginning to make sure they understand your tone and frankly - make sure you trust them.

If you are in the middle of a PR recovery effort, keep grinding.  Tell your story, adjust your brand and show off what you do right.  

We all have posts that don't stick or might miss the mark.  That will happen.  It is what you do next that shows off what your brand is going to do in the future.

Stuck and need social help?  Always here to help...send me an email and let's chat!
C Emsweller