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Self(ie) Destruction: Responding in Real Time on Social

Capturing the perfect sefie is not easy. It takes skill. It takes time. And before the iPhone let you flip your camera around, it was a special ability to be able to both hold your phone and be able to find the camera button. There are bad selfies, there are good selfies and now there are destructive selfies.

According to TIME Magazine, a student climbed on a 19th century statue at the Academy of Fine Arts in Brera, Italy on a quest for the perfect selfie. The student accidentally broke the statue’s leg off. Whoops. Self destructive social media is not new: since Twitter has had tweets and Facebook has had status updates, both people and brands have been making mistakes and subsequently inserting their foot into their mouth.

The most recent big time social media blunder that comes to mind is JCPenney’s Super Bowl tweeting. The brand decided that tweeting with mittens on was a good way to promote their new Team USA mittens. Instead of successfully promoting the item, many thought their Twitter had been hacked or, worse, that whoever was running their feed was drunk. And pleeeeeenty of brands jumped on board to offer their, errr, support. Most notably, Kia offered the JC Penney folks a designated driver. Again, whoops.

How does one prevent all of these whoopsie daisies from happening? Allow me to introduce you to real-time monitoring and its best friend, responding in real-time. Utilizing these two tools gives credit to big brands that are perceived to be large, faceless organizations. When a customer complains to a large brand and they get an answer in a timely manner, that customer is like, “Wow! I can’t believe <insert big brand here> really listened to my complaint, they must be really cool!”

Another plus to practicing real-time monitoring is that you can see where unrest is happening and have the ability to put out fires before someone dumps a whole can of gasoline on them (all the PR people are saying “Tell me more!”).

Brands that know what’s up, know how important it is to monitor conversations and respond in real-time; Brands that are SUPER smart realize that in order to prevent a self(ie) destruction, sometimes it’s best to let the pros do it for you (cough, Raidious, cough). This lets a brand get back to more important things like tweeting – as long as it’s not with mittens.