Whether we are on social media for sharing with friends or family, seeing what the celebrities are doing, or even using it for business we all understand now that Social Media is a powerful tool. We now have the ability to meet new people from all over the world. This has helped so many people on many ways.
Social Media can be used for showing the world about your life and what is going on in present time. This all started many years ago with message boards, AOL, MySpace and others. Through the years it has evolved into so much more.
Facebook opened the eyes of college students and showed new ways to communicate. Then Twitter, YouTube, LinkedIn, Instagram and Pinterest joined in different ways to communicate. No it is the major way all people communicate. More than phone calls and texting.
We all see how one post can go viral and make someone “internet Famous” within days (sometimes hours). We are all hungry to learn and laugh.
Business and Marketers are always looking for ways to get out to the masses. Social Media Platforms have opened doors for this. Posting updates, links to websites, pictures and videos. These help consumers know what is going on with their business and that their products and services might help you.
Businesses are slowly adapting to this digital world; however, they need to rely on people. People come up with marketing ideas and they are to be approved by the department heads and business owners. If you are self-employed you are all of these in one.
But let’s look at some examples.
Candace Payne of Texas went into her local Kohl’s store and wanted to get a Chewbacca Mask. As she said in her Facebook Livestream, it actually was more for her then her son. Then the Magic happened. She put the mask on Live to show everyone what it looks like and she could not stop laughing. As her friends started to come on they could not contain themselves from enjoying it so much they started to share it. IT BLEW UP the internet. People were just hypnotized by her infectious laugh and couldn’t stop watching and sharing. As you see from this picture of it, to date she has over 160,000,000 views, 3,351,416 shares, and over 2, 900,000 reactions and likes. Just by being herself and sharing this with friends she went viral. No planning, no nothing.
Reaction on business:
Kohl’s was extremely smart and jumped on this. The next day they showed up at her house with more product, a check and thanking her for doing this. (Kohl’s Response Article on AdWeek) Kohl’s was very smart. They saw an opportunity to do good and thank someone for showing something fun and created the experience for her and capitalized this on a live stream. Candice wasn’t an influencer in her mind. She was just a normal mom sharing what she thought was funny.
Businesses have to be careful how they portray themselves on Social Media. I live by an old saying in business. You are not what you tell your customers you are; you are what your customers tell others you are.
So when a Franchise of a well know Fitness corporation, Gold’s Gym put out a simple graphic on their Business page on Facebook this is what happens.
Gold’s Gym Dreamland in Egypt, is a franchise gym of the Gold’s Gym Corporation. T it shattered more than just their location, it was a post that would go viral. They have their own Facebook page and run it to help build business. But when they made this post they didn’t see what was coming. Gold’s Gym Dreamland in Egypt this post up.
As soon as the post hit people that saw it started sharing it. The comments started stacking up about degrading women and more. Shares started building and what was worse it has the corporate logo with it so Corporate starts to get all the messages and negative comments.
Credit to Gold’s Gym Corporate is that they started tweeting and stating they are trying to get hold of the franchise owner to find out about it and get it removed, but this was a weekend event, so it mounted all weekend long. And grew bigger and bigger. People sharing it on how they think so horribly about Gold’s Gym now.
Gold’s gym did what they had to do, they cut ties with the franchise completely, Ending their agreement immediately. (Article ending agreement.) and then they put up a post to their followers saying how sorry they are.
Gold’s Gym Corporate did all the right things; however, there is a lot of damage control to be done. Even though the original post was taken down, it was screenshot too many times to count. (Heck I even screenshot it and have it here.)
As much as a post can bring you up really fast in the viral world, out in front of everyone’s eyes, your posts can actually make you fall faster than a rock thrown into the Grand Canyon. Gold’s Gym Corporate did the right move. They will have an uphill battle earning trust, even though it was a franchise that did this on their own. I believe they can do it. They just need to focus on positivity and really know what is going on with their franchiser’s marketing also.
Make sure you look at your posts carefully. Keep them motivating and filled with positivity, and if you are not sure that it might offend someone, just don’t post it.
Have you seen posts , good or bad like this? Let me know.
Robert C. Stern is the CEO and Founder of The Social Leader. Helping companies and individuals harness the power of Social Media for Business. Please Like us on our Facebook Page or follow us on Twitter.