The “Twitterverse” is awash in corporate brands publishing inappropriate, insensitive and/or irrelevant tweets. As of this writing, the latest corporate Twitter embarrassment happened to DiGiorno Pizza, a U.S.-based frozen pizza brand owned by Nestlé. Someone on the DiGiorno social media team jumped on the hashtag #WhyIStayed—used in discussions about domestic abuse—responding most unfortunately: “You had pizza.” While the team quickly deleted the tweet and apologized, the error was very public—and, as with most Twitter gaffes, highlighted a recurring problem with Twitter: a corporate brand’s social media team ignoring context.
One common response to any social media gaffe is to assume the brand’s social media team is comprised of interns or millennials—those “digital native” workers who grew up with texting, tweeting, and posting to Facebook walls. In many cases, that assumption is correct. Those newer workers often lack the business experience and leadership skills necessary to maintain and promote an on-brand, relevant, and appropriate social presence.
The answer? Education. Millennials should learn, adopt, and cultivate key leadership practices in an effort to become savvier business professionals. In the article, “In Praise of the Incomplete Leader,” MIT Sloan Professor Deborah Ancona presents the four leadership capabilities all organizations require: sensemaking, relating, visioning, and inventing. While all these skills are extremely valuable, the skill of sensemaking is the most relevant to those professionals working in social media.