Reputational risks in social networks
Posted: Sun Feb 16, 2025 10:13 am
These are usually incorrect statements from company managers. They lead to a decrease in loyalty.
Case. In 2016, Oleg Tinkov published a post on his Instagram account (the social network belongs to the extremist holding Meta), where he wrote about his bank employee Victoria Petrova: "a fool who dreams that she is a queen." In the photo, Victoria is trying on the crown of the winner of the Tinkoff girl contest. The post received many negative comments, and a scandal erupted on social networks and in the media.
How could the bank save its business reputation?
Working with expressive top managers and executives is a source of constant reputational risk for the company. The audience is only waiting for such antics from newsmakers, it happily picks up any careless statement and rushes to evaluate it.
To begin with, it is worth holding a conversation or media chile mobile database training with the managers so that they clearly understand which of their statements lead to the risk of a decrease in trust. Examples indicating the amounts of damage and percentage of share price declines work well with businessmen. Punishing with the ruble is an effective method in this case.
Major brands ask their public figures and press officers to sign a "Social Media Policy." This document sets out conditions that employees are not allowed to violate. For example, they are not allowed to speak out on certain topics or write anything negative about their company.
But still, statements related to reputational risks slip through social networks. In this case, each negative case should be worked out individually. The main rule is to take responsibility for the situation, admit guilt and offer compensation to the injured party. In the case with the bank employee, the post with the comment was deleted, and in its place a new one was posted, in which Petrova and the bank's vice president Artem Yamanov choose the winner.
Case. In 2016, Oleg Tinkov published a post on his Instagram account (the social network belongs to the extremist holding Meta), where he wrote about his bank employee Victoria Petrova: "a fool who dreams that she is a queen." In the photo, Victoria is trying on the crown of the winner of the Tinkoff girl contest. The post received many negative comments, and a scandal erupted on social networks and in the media.
How could the bank save its business reputation?
Working with expressive top managers and executives is a source of constant reputational risk for the company. The audience is only waiting for such antics from newsmakers, it happily picks up any careless statement and rushes to evaluate it.
To begin with, it is worth holding a conversation or media chile mobile database training with the managers so that they clearly understand which of their statements lead to the risk of a decrease in trust. Examples indicating the amounts of damage and percentage of share price declines work well with businessmen. Punishing with the ruble is an effective method in this case.
Major brands ask their public figures and press officers to sign a "Social Media Policy." This document sets out conditions that employees are not allowed to violate. For example, they are not allowed to speak out on certain topics or write anything negative about their company.
But still, statements related to reputational risks slip through social networks. In this case, each negative case should be worked out individually. The main rule is to take responsibility for the situation, admit guilt and offer compensation to the injured party. In the case with the bank employee, the post with the comment was deleted, and in its place a new one was posted, in which Petrova and the bank's vice president Artem Yamanov choose the winner.