The Importance of Social Media Monitoring

By: Kristin Rabas, Account Executive, Leonard & Finco Public Relations

If you’re active on social media or have watched the Wisconsin news, you’ve probably seen the instant backlash that took place against Aaron Rodgers after seemingly snubbing a breast cancer survivor at the airport as the team prepared to leave for Atlanta last week.

When the story that included the video of the snubbing was posted online it quickly went viral with bloggers, newscasts, Twitter and Facebook posts, YouTube and more all having something (mostly negative) to say about Rodgers’ personality and demeanor. To make Aaron look even worse, the video also showed Clay Matthews personally approaching the woman, Jan Cavanaugh, chatting with her and signing her jersey.

However, during a follow up report with Jan Cavanaugh, it was found that she frequently visits the airport when the Packers leave for away games and had her pink Packers jersey signed by Aaron Rodgers the week before. All in all it seems like the alleged snubbing was just a big misunderstanding, but you still have to wonder if this has damaged Aaron Rodgers’ image.

This example reinforces the importance of monitoring social media networks whether or not you or your business has social media accounts. With the emergence of social media, just about anyone has the ability to have information at their fingertips 24 / 7 and it’s important that any business knows what people are saying about them. Since Aaron Rodgers took over for Brett Favre, he has been praised by the Green Bay community. Without any other instances, this one video had everyone reevaluating their opinions of him. Fortunately, Jan Cavanaugh spoke out and cleared up the misunderstanding; but it shows what kind of impact one video can have.

Have your opinions about a person, brand or company ever been swayed by something you saw on social media?