Sunday, December 3, 2023

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    ‘I felt like I had committed a crime’: Confessions of a social media lead on negative press and burner accounts

    Social media management requires navigating the constantly vigilant eyes of the digital world. The task often involves monitoring brand mentions, comments and discussions across various social media platforms, as well as handling crises if bad press surfaces. Due to social media’s fast and widespread impact, social media managers are crucial to determining a brand’s response to adverse situations, protecting its reputation and maintaining transparent communication with its audience.

    However, rather than crafting authentic statements to address its audience, some organizations take an alternative approach to deal with critics, with some going as far as creating fake or “burner” accounts to respond to criticism.

    In this latest installment of Digiday’s Confessions series, in which we exchange anonymity for candor, a social media supervisor details what using burner accounts for a brand is like and why he wouldn’t do it again.

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