The Biggest Error Brands Make With Missteps? Not Considering Their Community

They need to own mistakes and communicate openly

Even the most careful companies can have missteps, and brands need a consumer communication plan in place. Getty Images

Brand marketers spend a lot of time crafting stories and monitoring customer interaction for consistency and positive engagement. But in today’s digital world, a message sent into the social sphere is no longer under the brand’s control: it belongs to the brand’s audience. And that can be terrifying. One misstep, one misunderstood message is all it takes for a brand’s reputation to be maligned.

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@scottgerber Scott Gerber is CEO of The Community Company.