This article was written by Kay VanAntwerpen, an Entrepreneur NEXT powered by Assemble expert. Do you want to future-proof your business with on-demand expertise? Entrepreneur NEXT has the expert solutions your business needs to succeed in an evolving market.
For brands, social media is a double-edged sword. On one hand, when creatively employed, it can reach your consumer base in exciting and engaging ways (for example, DiGiorno’s bizarre and hilarious Twitter account). On the other hand, when used recklessly or inappropriately, it can damage brand integrity and reputation in ways that are difficult if not impossible to mend—for instance, when TV star Roseanne Barr ended her comeback and erased herself from the pop-culture landscape with a couple of offensive tweets.
