The following is a guest piece by Amy Luca, executive vice president and global head of social media at Media.Monks. Opinions are the author’s own.
One single tweet from Kylie Jenner has the potential to sink your stock — even if your brand is as massive as Snapchat — and one influencer post can trigger a boycott. Just look at Bud Light, which experienced a significant drop in sales following the negative response from conservative commentators after the brand’s association with Dylan Mulvaney, a transgender influencer. No matter how noble the intent behind your social media content or the established reputation of your brand, it can easily succumb to controversy if the strategy and execution is not handled right.