By Dr. Emily Kinsky, Dr. Nicholas Gerlich, Dr. Meagan Brock Baskin & Dr. Kristina Drumheller, West Texas A&M University
A recent study found that communicating about a racially or politically charged issue is not recommended for Facebook.
Lowe's posted an apology on Facebook to only step further into a heated controversy about pulling their advertising from the TLC program All-American Muslim. It was clear from 28,000 comments posted to the Facebook apology that it is possible to engage an audience through organizational social media pages, but doing so warrants caution.
If it does not fit with the brand's typical use of social media, a company should consider using alternative channels of communication that are better suited for issues of this magnitude. Read more.
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