Businesses no longer have a choice as to whether they "do" social media, says social media law expert Emma Sadleir.
If a business does not have social media accounts, their employees, clients and customers do, meaning the business or brand will be discussed on social media regardless, she says.
Accepting this reality, businesses and brands stand to gain huge revenue from marketing and conducting customer relations on social media, as "most people have access to at least some form of social media," so its potential reach is broad, Sadleir continues.
However, "it is important that the person/s responsible is aware of the risks of social media, and is able to act in a considered fashion on the platforms. A social media faux pas is not forgotten quickly," she warns.
Common social media missteps include sharing statements or advertising campaigns that prove distasteful or discriminatory, and responding rudely to communications from customers.
"One of the major mistakes is that people write on social media when they are emotional. It is much easier to say something to a screen than to someone's face. This leads to people voicing opinions or making claims they would never dream of making in real life scenarios," says Sadleir, advising social media managers to think carefully before posting.
"People also need to remember that once content exists digitally it is likely to become public," Sadleir adds. The November 2014 Sony Pictures hack leaked e-mails in which Sony employees made insulting claims about Sony affiliates and racially insensitive remarks. "Don't let anything exist digitally that you do not want all over your Facebook or Twitter feed," Sadleir advises businesses.
In the event of a social media blunder, Sadleir says to "apologise immediately and remove the content".
What about trolls?
Inflammatory comments with malicious intent, commonly referred to as "trolling", should be dealt with but not engaged with, says Sadleir.
"Try not to engage in an argument on social media, but do try and take screenshots of the abuse itself," she says, explaining that legal action should be considered if the abuse is of a persistent or threatening nature.
People being persistently harassed by trolls can obtain a protection order against the harasser, she says, adding this can be requested even if the source of the abuse is anonymous.
Knowing the risks
"Social media, when used responsibly, is one of the greatest tools available to businesses and brands today. The key is to understand the risks and to act with consideration of these when using these platforms."
Sadleir, an experienced speaker, legal consultant and author, will present on "Social Media Law and how you can protect your social media brand" at the Women in IT networking breakfast in Midrand on Friday.
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