If you’re trusted with the social media handles of the company you work for, please understand the responsibilities that come with it.

This especially rings true if you are allowed to post without approvals.

You have been trusted to represent and protect your brands reputation in the wild-wild-west that is the internet.

This isn’t your platform. It’s your brands. Whether it’s a legacy brand or one still finding its footing - social is often the first point of contact.

This isn’t an entry-level position.

Hiring managers need to do a better job of identifying job candidates with high professional EQ or do a better job of up-training their SMMs.

Here are a few some examples of SMMs abusing that trust and a my takeaways:

Most recently, our 2nd favorite ad publication decided to share an opinion on reverse-sexism in advertising. After deleting the tweet; tried defending it.

Firstly, a brand account isn’t a place to share a personal opinion (unless it’s lighthearted - like every Pizza tweet today)

If this is how you feel, write a Medium post about it. Or better yet, go to your boss with an op-ed!

Do not hold your brands social hostage. Especially when talking race, gender, or politics.

Secondly, making a statement doesn’t spark discussion. Asking questions does.

It’s also worth noting that this is the second time in as many months Ad Age had to apologize for something - both times targeting women. (I would love the see the diversity breakdown there…)

During the insurrection, most brands were wise enough to pause all activity on social media.

Gamestop’s social media manager instead fueled flames. After being called out for an insensitive tweet, they doubled down.

This was most likely some sort of political stance and I hope they were let go for it. BUT, the lesson here is to keep your political take to yourself. 

If you want people to hear your personal beliefs, build a personal brand.

We all work in social and know what’s required to earn a following. Put in the work.

If you can’t build one, maybe you aren’t saying anything worth listening to.

Another example from the insurrection:

Trying to leverage cultural moments to go viral is the oldest trick in the book. It doesn’t take skill to be controversial or have a hot-take. https://twitter.com/ayakatally/status/1346929337438756871?s=12

It takes skill to know when to sit down and shut up.

Terrorist attacks, social uprisings, and coups would be pretty high on the list of things to shut-up about.

Understand your audience, and what they need to hear from you. During times of crisis, unless you are a trusted news source, it’s probably best to be quiet.

As @jaydeipowell so eloquently put it, “In times of anarchy...shut up and listen” https://www.adweek.com/media/to-post-or-not-to-post-in-chaos-just-be-quiet/

EQ isn’t taught in the classroom, on Twitter, or on YouTube. 

It comes from mentorship, training, and real-life experiences. And it’s probably the most important skill for a successful social media manager to have in their arsenal.