The dangers of this were highlighted today when a branch of Pure Gym in Luton posted onto Twitter details of their October fitness promotion which they likened to the 12 Years of Slavery film because it is Black History month.

The reactions to this post were quite rightly shocked, outraged, and disgusted. Pure Gym were quick to have it removed and apologised. However, has the damage being done? Screenshots of the post will be circulated far and wide and will be discussed for some time to come. Remember Gerald Ratner’s ill-fated comment about the quality of the jewellery they sold? The share price quickly dropped the business ultimately disappeared.

Using social media to communicate with your target markets should be handled with care. They should:

• reflect your business goals
• ensure they are in line with brand guidelines
• have a strategy in place
• plan your campaigns in advance
• use language appropriate for your audience
• spell and grammar check the posts
• use your own images, ones purchased or licence free ones
• have a system in place for sign off by senior management

For support and guidance with your social media including:

• Digital Strategy
• Social Media Channel Creation
• Social Media Campaign Planning
• Content Writing
• Social Media Scheduling 
• Performance Monitoring
• Analysis and Reporting
• Social Media Management 
• Social Media Training