Remember when Papa John’s founder dropped the N-word on a conference call? That was a major PR crisis, but it also highlights how social media has become the ultimate megaphone, amplifying any bad behaviour and making missteps go viral in mere minutes.

In the past, a corporate scandal might make a few headlines and then fade. Today, online outrage and the speed of social sharing mean a company’s reputation can be shattered instantly. This creates a new pressure point for brands operating on social platforms – the need for real-time ethical decision-making.

The Papa John’s incident underscores the importance of crisis management planning before things go wrong. But I argue that it goes further – today’s Social Media Marketing requires actively cultivating strong brand ethics to prevent those crises in the first place.

As someone passionate about PR, I’m fascinated by social media’s impact on crisis communication. Social media demands immediate, transparent responses, not controlled press releases. I find researching crisis communication strategies used by major brands particularly interesting, especially the concept of “humanizing the brand” during a crisis.

How could possibly a company prevent those situations, particularly those fuelled by social media backlash?

The conversational nature of social platforms encourages us to be ‘authentic.’ But without pre-thought about your company values, that authenticity can backfire. A flippant comment meant to be casual may be massively offensive to some.

Segmenting your followers isn’t just about targeting ads. It’s about understanding what they care about. What are their ethical concerns? Aligning your brand behaviour with those expectations is vital for avoiding ‘tone-deaf’ missteps.

Don’t just plan for damage control; plan for making the right choices in the first place. Have an internal ‘Social Media Ethics’ protocol or document. Role-play with your team, considering potential scenarios and how your values would guide the response.

Lessons from Papa John’s

Crisis Acknowledge how your actions impact others. Genuine apologies go further than excuses. 

Concrete steps to rectify the issue are paramount. This could involve disciplinary action, sensitivity training, donations to relevant causes, etc. 

Proactive social media monitoring can help you catch smaller fires before they become full-blown disasters.

Do you have a social media code of conduct? Could one help keep your brand out of trouble? Share your thoughts or experiences in the comments!