Social media has the ability to turn your company into the top trend of the week. But as fast as people can build you up, they can knock you down with very little effort. A badly chosen word or an inappropriate joke and suddenly a short social media post is headline news and not in a good way.
eMarketer put together a chart showing which social media networks carry the most risk. In the eyes of those surveyed, Facebook posed the most significant risk, but Twitter and YouTube worry more people overall.
Facebook is frightening due to its size. The site is designed to create “reach,” so what I post, my friends see and so on and so forth. We also know that recommendations from friends carry a lot of weight on Facebook, so the opposite is also true. If my friends have bad things to say about a brand, then I’m likely to go with the flow and shun the brand, too.