Whether it comes from hackers, disgruntled customers, or is simply a backlash against something you post, negative social media content can destroy trust in your brand in a matter of minutes.
"Social media is the most immediate threat to your company's reputation," says Pete Knott, digital consultant at UK PR agency Lansons Communications.
"If not taken seriously it can and will directly impact your company financially and culturally."
Fake news remains one of the biggest challenges - despite machine learning crackdowns by networks such as Facebook and Twitter.Image copyright Rachel Helfand GiuseppiImage caption Ilia Kolochenko says hackers pose a danger to corporate social media accounts
In May, for example, shares in the UK's Metro Bank plunged 11% before it could shake off inaccurate social media rumours that it was facing financial difficulties.
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