Your retail client is going rogue on social media. How do you navigate their conflicting professional advice?

Analyze how the client’s actions are affecting their brand image and audience engagement. Determine if their rogue posts are causing harm or providing unexpected value.

When a retail client goes rogue on social media, I would first calmly address the situation by setting up a meeting to discuss their concerns and motivations. I’d present data on the potential risks of their actions and share successful case studies as examples. Encouraging open dialogue can help reconcile conflicting professional advice. By reinforcing the importance of a cohesive strategy and brand image, I can guide them back towards effective and aligned social media practices.

Evaluate the Scope: Analyze how the client's social media behavior affects their brand image, customer relationships, and broader marketing strategy. Are their posts damaging customer trust, or are they simply deviating from the agreed tone and style? Measure Reactions: Use social listening tools to track public and customer reactions. Understanding the immediate impact can help you gauge the severity of the situation.

Initiate a Candid Conversation: Approach the client with specific examples of where their actions conflict with the strategy. Highlight the risks or missed opportunities from their current approach. Listen to Their Perspective: They may have reasons for their actions. Understanding their motivations can help bridge the gap between what they want and the professional advice you’ve provided.

Define Clear Guidelines: Once you’ve discussed the situation, set clear boundaries around what aligns with their brand and marketing objectives. These should be mutually agreed-upon standards for social media content. Establish Consequences: Gently outline potential outcomes of not adhering to these guidelines, like diminished brand trust, legal risks, or alienation of core audiences.

Share Insights and Data: Provide data and examples that reinforce your professional advice. Case studies of brands in similar situations can be powerful in showing potential risks or benefits of changing course. Highlight Best Practices: Ensure the client understands social media algorithms, engagement strategies, and the value of consistent messaging. Education can empower them to make more informed decisions.

Track Ongoing Behavior: Continuously monitor the client’s social media activities, paying attention to any recurring issues or improvements. Measure Engagement and Impact: Regularly assess how their posts are performing against key metrics like engagement, customer sentiment, and ROI. Keep them updated with reports.

Be Flexible, but Strategic: If the client is adamant about certain aspects of their rogue strategy, find ways to incorporate some of their ideas into a revised strategy that still aligns with their overall goals. Iterate with Data: Let results guide the evolution of the strategy. If certain “rogue” tactics perform well, consider folding them into future campaigns, while avoiding behaviors that could be harmful.

Legal and Ethical Considerations: Ensure the client’s social media posts don’t violate any legal regulations or ethical standards, especially in retail where false advertising or misinformation can lead to lawsuits or fines. Brand Consistency: Remind the client that consistent branding is key to long-term success, even if short-term posts seem to generate more engagement.