Social media campaigns can provide an opportunity for an organisation to spread its message far and wide. For start-ups and those taking a new direction, social media disruption can be an invaluable tool.
However, social media also invites negative behaviour which can have an equally disruptive effect, but not in a good way. It is essential that communications are monitored and moderated on a regular basis to avoid the potential for significant damage to develop and reach unmanageable levels, from which an organisation can't recover.
As well as reputational issues, it is important also to consider what steps can be taken to avoid damage in the first place. Sensible, business-appropriate policies can help with this and a clear communication strategy is essential. Commercial and legal solutions working hand-in-hand are not only effective when a problem presents itself, but can prevent it arising in the first place.
As with other campaigns, if a group can manage an active social media campaign it can be effective. But it can be more difficult for groups to ‘control’ people as well. Many groups have their reputation to worry about and if a social media campaign turns into trolling then the reputation could be damaged.