Social and Traditional Media Monitoring

International company

Problem:

An international chemical company experienced a thread of damaging posts on its Facebook page. A social media user who included his affiliation as an employee of the company on his personal page, made racial and sexually charged comments to another Facebook user in private messages. In turn, the alleged victim and a group of his supporters, called the company out in a series of scathing posts including calling into question the integrity of the company and demands to terminate the employee. A string of comments between these individuals and the company ensued during the course of several weeks.

Solution:

In addition to continuous social media monitoring related to the issue and the individuals involved, our agency provided counseling on strategy to manage the situation. Ultimately, our team advised the company to move the conversation off Facebook and to provide contact for human resources. Subsequently, the company updated its social media policy and guidelines for all employees.