At a recent CIPR conference entitled ‘Reputautions in Flames: The risks from online’ we had the opportunity and asked delegates three very simple questions:
• What do you perceive to be the biggest risk in social media?
• What do you perceive to be the biggest opportunity in social media?
• Which requires the most attention?
Jumping to the final question, people were pretty much split. An equal number of people citing either risk or opportunity; a smaller number said they were both as important as each other.
Usually risk and opportunity are two sides of the same coin; it’s no different in the social media arena! One PRs worst scenario is another’s opportunity to engage. Asda’s Dominic Burch highlighted this when he spoke to delegates of the power of direct engagement with customers over complaints coming in via Twitter. The channel is there, his team is prepared and the opportunity to ‘turn’ the complaint around could result in a positive ‘tweet’ and renewed purchasing in store.
Tune in next time to find out what delegates perceived to be the biggest risk in social media.