Preventing Social Media Disasters

The Altimeter Group conducted a study among 62-in-person and phone surveys, and 144 company surveys. The Altimeter Group found that over 76% of the social media problems the companies and individuals had could have been avoided and/or cured if the proper measures were taken.

It was found that most companies had some sort of social media training installed, but the processes were all different. Some companies offered just the basic "how to" courses of social media, and other companies were found to have an extensive ongoing plan that teaches their employees how to use social media in a correct manner.

Most companies in the survey did not have pre-planned response forms for crises that may happen. The companies with the best developed social media plans had these forms, and they also had an extensive training system that expanded into a "hub" where all social media is transmitted to before release.

The main problem found in this study is that the companies don't know why people say the things they say. One would think that it would be disgruntled employees expressing frustration, or possibly trade secrets; but in all actuality, it customers' problems with their goods or services that the companies want know know more about.

A form of Abraham Maslow's hierarchy of needs is used to help companies attain a high-level of success in the social media world. The "social business hierarchy of needs" is what Jeremiah Owyang says businesses need to accomplish success and avoid disaster with social media. Making sure that the appropriate measures are taken before a "disaster" strikes, and making sure that each employee is properly trained on how social media works, and how to make it work for them and the company in a productive and appropriate manner.