He declined to live tweet his upcoming wedding from the altar, but there is no doubt that Nick Hayes is the social media expert on Forrester’s S&R team. He has extensive knowledge of the security, privacy, archiving, and compliance challenges of social media, as well as the technical controls used to address them. He also specializes in the tools that monitor and analyze social data to improve oversight and mitigation tactics of myriad reputational, third-party, security, and operational risks. He is certainly aware of the reputational risk of staring at your cell phone when you’re supposed to say, “I do”, but maybe if you follow him (@nickhayes10), you might get lucky with a pic or two -- and some good risk thoughts to boot.
Everyone makes mistakes, but for social media teams, one wrong click can mean catastrophe. @USAirways experienced this yesterday when it responded to a customer complaint on Twitter with a pornographic image, quickly escalating into every social media manager’s worst nightmare.
Not only is this one of the most obscene social media #fails to date, but the marketers operating the airline’s Twitter handle left the post online for close to an hour. In the age of social media, it might as well have remained up there for a decade. Regardless of how or why this happened, this event immediately paints a picture of incompetence at US Airways, as well as the newly merged American Airlines brand.
It also indicates a lack of effective oversight and governance.
While details are still emerging, initial reports indicate that human error was the cause of the errant US Airways tweet, which likely means it was a copy and paste mistake or the image was saved incorrectly and selected from the wrong stream. In any case, basic controls could have prevented this brand disaster:
US Airways could have built a process where all outgoing posts that contain an image must be reviewed by a secondary reviewer or manager;
It could have segregated its social content library so that posts flagged for spam don’t appear for outgoing posts;
It could have leveraged technology that previews the full post and image before publishing.