5 Tips to Avoid Becoming the Next Boycotted Brand

A PR misstep can turn consumers against you

After the police were called on two black men waiting in a Starbucks, people took to protesting the brand. Getty Images

Social isn’t what it used to be. It’s no longer an organic community building tool; it’s a hyper-targeted and performance-driven paid media channel. However, its power to influence and impact businesses has never been stronger. It’s capable of creating breakout brands, huge valuations and inciting societal change. But like all technology, it’s a two-sided coin.

Winston Binch is chief digital officer of Deutsch North America.