MASTERING DIGITAL; TWEETS THAT IMPACT YOUR BRAND

In not more than a week Twitter CEO has been subjected to several scrutinies of historic tweets he had shared in the past. Yes, Parag Agrawal is already under fire a few days after he assumed the role as new CEO for Twitter.

The observation anyone will make is that bringing up his old tweets has been an attempt to make him unpopular.

Some of his old social media posts and interviews have lent themselves to criticism from conservatives as to how the new CEO will handle censorship. This story has just begun and it is certainly the prayer of Mr. Agrawal and all his loved ones that the developments turn out well.

Interestingly, the new Twitter CEO is not the only person facing the wrath of social media users for a post that has been considered inappropriate. Many people have left some very messy footprints in the social media space. Unfortunately for us, the internet does not forget.

In October 2021, Dancehall artiste Shatta Wale turned himself in and was subsequently held in custody by the police following a viral communication on social media that he had supposedly been shot by gunmen.

Not long after, his brother from another mother, Medikal is arrested for a video he shared of himself brandishing a gun on social media. He equally faced the wrath of Ghana’s new IGP; Dr. George Akuffo Dampare, who for recent engagement has topped the trend list on Twitter.

For every individual, business or brand that engages users on social media, it is important to appreciate that although you have your liberties and certain activities may not necessarily be regulated on social media, sensitivities should be considered. If we are not careful, we may literally eat our tweets or posts.

In my book ‘Mastering Digital’ you find a case study on persons who have lost huge brand and endorsement deals following posts gone wrong on one social media platform or the other.

Ghanaian Blogger, Journalist Albert was recently on the news after he appeared on the admirable mentoring platform ‘Next TV Star’, where he was ‘grilled’ by panelists he had bullied on Twitter in the past.

It is possible that a thought that a person held a decade ago and shared on social media may be markedly different from their current perspective. In the case of the new Twitter CEO, the question will be, does he share the same position as he did years back?

Unfortunately, it comes with much difficulty to have social media users pardon you for such an offense. They will scream to Pontius Pilate ‘Crucify Him’ and bring back all old or hidden tweets and narratives that will defame your brand and business.

Each one of us, therefore, has a responsibility to be more intentional in our activities on social media. Will we find refuge in disappearing posts? Well, there have been media houses, individuals and brands who have quickly deleted what was considered as insensitive posts but spent resources on campaigns to regain the trust of the public.

In the wake of reports that a police officer harassed a female civilian, a media house took to its Twitter handle to ask its followers if they were ever sexually assaulted and what they did to attract such. As it is said, the same people that hailed Jesus on the road from Jerusalem to Jericho were the same that chorused ‘Crucify Him’.

The furnace that descended on GHOne Television caused the media house to quickly delete its post and unreservedly apologize to the general public.

Under VVIP 6 in the book ‘Mastering Digital’, you will find a full study under the title ‘Digital Philosophy; Appropriating Social Media Ethics for Personal and Business Brands’. For anyone who wants to learn more on optimizing social media for brand building, business growth and for the purpose of this publication, understanding how to conduct yourself on the digital landscape, this is the book for you. Investing in reading and learning from this book is certainly less costly than the ounces of gold you will spend in repairing a damaged brand.

 

Samuel Agyeman-Prempeh is a corporate trainer, book publishing consultant and professional ghostwriter assisting busy executives to write and publish their books, articles, and speeches. He has served as Head of Protocol at a diplomatic mission, Corporate Affairs Officer at a French multinational agribusiness and as Events and Media Correspondent for a digital ad agency.

You can contact the author via:

Meprempsa@gmail.com