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Social media can be a potential liability for those who don’t take precautions.
Jonathan Bertrand, founder and CEO of the Social Media Research Institute, said many brands need to be better prepared for the risks that come with posting online.
“Social media harm reduction is the reduction of harm when it happens,” he said. “It’s not a maybe. If you’re not prepared, it will happen.”
Speaking at Ragan’s Social Media Conference, Bertrand broke down the top risks brands face and what teams can do to protect themselves before a post turns into a crisis.
A single post can create major fallout.
Bertrand highlighted a case where a flight attendant posted a viral video of herself dancing in her company uniform in a way that was widely considered unprofessional.
“It cost the company not only money, but also an employee,” he said.
These incidents aren’t about individual mistakes. Rather, they reveal gaps in corporate training and social media policy.
Establish clear policies and provide routine training.
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