How Social Media Can Make Or Break Your Business’s Reputation

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Ah, social media. Has any invention ever been simultaneously so loved and so hated?

The dream, of course, is that social media connects us all in a community of understanding and shared experiences. We hope that others will share their experiences and connection to our brand and that their followers will do the same. It does happen sometimes. But there’s also a darker side to all that sharing — one that businesses must be aware of.

We’ve all heard stories about how viral videos (think: United Airlines) or other posts on major social platforms can damage an organization’s reputation. What starts out small can quickly gain momentum, and all of a sudden, you have a very visible PR crisis on your hands. …