Social media has the power to boost a brand’s image, reinforce relationships with customers and increase sales. When abused by employees, however, it can cause irreversible damage.
Take KitchenAid, for example. In October of 2012, the company tweeted out an offensive commentabout President Barack Obama’s grandmother. As a result, it faced a huge backlash and received a plethora of negative media attention. This happened simply because an employee tweeted his or her opinion from the brand account, rather than from a personal one.
Just this past summer, Anthony Cumia from the popular radio show “Opie & Anthony” was fired for tweeting profane remarks about a woman who allegedly confronted him on the street. It reflected poorly upon SiriusXM, the company that broadcasts the show. Not wanting to face overwhelming criticism, SiriusXM immediately terminated their relationship with Cumia.
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