In Brian Soilis’ book, Engage, he discusses the potential problems of companies having a presence on-line. One of these hazards is “multiple personality disorder”. The author describes is as “the inevitability of a brand identity crisis […] caused by the proliferation and saturation of online presences untethered from a centralized strategy” (130). In other words, when social media sites for a company rise, there is a greater chance of sending a message unrelated to the corporate strategy.
Some of the most recent cases of multiple personality disorder were found on Twitter. For example, Kenneth Cole went against his corporate social media goal to make a joke about current events, which inevitably backfired on him. Other cases were caused from employee’s mixing up their personal and professional accounts.
Thankfully, Solis discloses a few tips for prevention. He points out that all Dell profiles are Firstname@Dell. This allows their company to be more personable and has these profiles made to maintain relationships with customers. This separates the professional and personal content and messages, keeping the changes of a crisis from arising. While this is a good strategy, it does not prevent against an employee mixing up their accounts. Do you think there is a way to avoid this or is it just a risk that a company will make if they want to have a presence on-line?
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