Our Blog

Posted On April 18th, 2017 by Crowded Ocean

Lessons for startups from social media grenades

It’s rare to find a B2B startup founder who is fluent in social media. The nonstop demands of company building diminish the time that can be devoted to social channels, whether that’s Twitter or Facebook or Github or you-name-it. And besides, as the theory goes, that’s a task best delegated to the marketing or customer success team.

For consumer-facing startups, however, it’s a different story, because an unfiltered tweet or video from an unhappy customer can be punishing to a consumer brand’s reputation and market valuation. (Just ask UAL CEO Oscar Munoz.) That’s why those companies have entire teams of employees devoted to staffing and responding to dialogue on the social channels of consumer brands.

Tweets can be brutal

Even so, the move by the new CEO of the company that owns Carl’s Jr. and Hardee’s restaurants took social media engagement to another level. One of the new CEO’s first requests, according to this New York Times article, was to install screens at company headquarters to display real-time social media conversations about its brands for all company employees. That’s a bold move, but a pragmatic one in the wake of recent, so-called “social media grenades” hurled at Pepsi and United Airlines.

It used to be that if you wanted new execs to get close to the customer, they could join the call center team staffing customer or tech support and listen in to learn common customer complaints. Today, a single negative comment or tweet by an unhappy customer can quickly spread to thousands, or even millions, of other customers. Rapid detection and response is the name of the game, and that leaves no time for internal deliberation.

Duck and cover

That’s why an early stage startup needs to appoint an owner of your company’s social channels. Choose someone on your team who already has a natural affinity for communicating and connecting via social channels. That’s the person to tap early on to be a rallying point, teacher and role model across your team in the early days of your startup. Remember that it’s a temporary assignment. With growth (and revenue!) can come additional staff, maybe a PR agency resource or a dedicated contractor to staff your social media program as you grow. But appointing a temporary owner means at least you’ve got someone monitoring commentary about your brand and product and, at the very least, someone to yell “duck” if some industry wag lobs a grenade.