Social media managers form a key part of every brand's public faith and need to understand the DNA of their workplace, says PR specialist Chris Vick.
This comes after an offensive tweet was posted on Radio702, likening black children with dogs.
Vick says training and effective policies are a crucial part of equipping social media operators to manage brands.
It goes back to policies, it goes back to training and it goes to particular scenarios... and how to avoid that happening in the future.— Chris Vick, reputation consultant and PR specialist
You really need to equip the people who are doing this work for you to understand the importance of what they are dong.— Chris Vick, reputation consultant and PR specialist
Social media no place for interns, says expert lawyer
Social media lawyer Emma Sadleir says online community mangers need to hyper-aware about the sensitive political climate in South Africa.
She cautions against using interns to operate social media campaigns and reiterates that community managers must be thoroughly trained on a companies policy and values.
I don't think this is the place for the intern.. you are outsourcing your voice as a brand.— Emma Sadleir, social media law expert
Those people who are in charge of the accounts need to trained within an inch of their lives.— Emma Sadleir, social media law expert
Take the time to think about whether or not something can be taken out of context.— Emma Sadleir, Social media law expert
Sadleir suggests that companies implement pre-approved content strategy for their social media accounts, where possible.
When content goes viral and someone gets it wrong, that content will get a whole lot more airtime than adverts paid for on front pages.— Emma Sadleir, social media law expert
Take a listen to Chris Vick:
Take a listen to Emma Sadleir: