Instagram changed its terms of service earlier this week, unleashing a vocal and fast-emerging online protest. For brands, the “Instadrama” raises a more important question. As brands and their loyal consumers become invested in free online platforms like Facebook, Twitter and Instagram, what should brands do as these platforms evolve into a business? How brands react to things like a "controversial" terms of service change can have broader implications, including how consumers perceive the brand.
Rules of Disengagement?
Much like the “rules of engagement” many social media teams craft when it comes to responding to negative comments online, perhaps brands should consider “rules of platform disengagement.” At a minimum, the following tips should help prevent any rash decisions and, more importantly, it can help ensure a brand’s investment in a platform is not lost.
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