Social media is the great equalizer. It can launch careers, grow businesses, and build loyal communities. It can also turn into a digital dumpster fire faster than you can say “delete post.” The reality is that people and brands alike forget that the internet is permanent, public and merciless. One wrong move and suddenly you’re trending for the wrong reasons.
We see an example of this in the news cycle almost every day. The mistakes are predictable, preventable and, when handled poorly, devastating. But the good news is that every blunder is also a lesson. Let’s look at some of the top five biggest mistakes people make on social media – and what you can learn from them.
- Remember, the internet has receipts. Some people treat social media like a dry erase board – just wipe it clean and it’s gone. Wrong. Deleting a bad or tone-deaf post does not remove any screenshots already taken or circulating. Telling your audience it was “just a joke” won’t cut it when you’ve already offended others. Be transparent and own up to your mistake. Attempts to cover it up often backfire.
- Don’t treat your account like a personal diary. If you run a business account, your followers don’t want “hot takes” about your ex, your political rants or the details of your lunch (unless you are a food blogger!) For companies, blurring the line between personal and professional is one of the fastest ways to alienate your audience. Develop a clear content strategy and stick to it. Social media should reflect your brand voice, not your stream of consciousness.
- Know when – and when not to – ignore the comment section. The comment section is not always the most uplifting place on the internet, but it can also be the first alarm bell when a crisis is brewing. Pretending the comments don’t exist will not make the complaints disappear. Instead, pay attention and respond early, when appropriate.
- Be careful before jumping on trends you don’t understand. Nothing says “out of touch” quite like a brand shoehorning itself into a cultural moment it doesn’t understand. Whether it’s a social justice issue, a meme, or a viral TikTok dance, hopping on a trend without context can look opportunistic at best and offensive at worst. Be authentic; only participate in conversations that you understand and that align with your values.
- Proper apologies don’t include, “I’m sorry you were offended.” We’ve all seen it: the non-apology apology. Apologizing for someone else being offended is not an apology – it’s a dismissal dressed up as regret. Audiences are savvy and often know when you’re dodging responsibility.
The bottom line is that social media can be a brand’s best friend or worst enemy. A single post can build your reputation or destroy it in seconds. Mistakes happen – but what happens next is what matters. That’s why it is paramount that organizations and executives prepare for a crisis before it happens to help manage any potential fallout, should something go wrong.
So, before you fire off that “hilarious” tweet, jump on the latest meme, or assume no one will notice a deleted post, ask yourself: is this a headline waiting to happen? If the answer is “maybe,” you know who to call.
