One slip-up from an employee could potentially put a business – out of business.
Earlier this year, Ottawa restaurant Local Public Eatery displayed a sign that caused an uproar in the community.
The controversial sign read: “Q: How many men does it take to open a Budweiser? A: None. The women should already have it open on the table.”
The chalkboard sign, located right outside of the restaurant’s front doors, attracted a lot of attention from locals.
Within hours of a photo of the sign being posted on the Internet, the local pub received hundreds of furious messages over social media.
“Just became aware of @LOCALLansdowne’s sign. Is it really 2015? #ShameOnYou #SensitivityTrainingNeeded” tweeted Eliza von Baeyer/@IndieGoDesigns.
Others went as far as to boycott the pub. “Extremely disappointed @LOCALLansdowne for displaying this sign today. Not an establishment I will be visiting. Ever.” said @VickiSchouten.
Even Ottawa Mayor Jim Watson tweeted his disapproval.
However, one tweet seemed to do more than just criticize the restaurants poor choice of words.
Jane Boyce or by her Twitter handle @justjaneb, tweeted “@LOCALLansdowne Q: How fast can one stupid “joke” ruin a reputation? A: in one tweet. #2015 #smartphonesareeverywhere.”
Boyce is making a critical reference to the importance of image in today’s society. With the variety and convenience of social media (such as Twitter, Instagram, Facebook and Snapchat) taking a photo and uploading it to the internet is a click away.
Employers should now be thinking about incorporating sensitivity training for their staff. These type of training programs often include classes on use of language, harassment, and how to be more inclusive.
A simple course like this could prevent another stupid sign from emerging, potentially ruining a business’ reputation.
Plus for those who don’t need it, a refresher is always useful.
Not only do businesses need to be tech savvy in order to set themselves a part from others, but all should have to keep in mind what messages could be offensive to the public in this age of instant media and feedback.
What may be offensive to some works for Centretown’s Union 613. This pub uses vulgar language on social media on purpose in order to target a specific audience.
By pushing the limit, the pub sets itself apart from other establishments.
In response to Local Public Eatery’s sign, @Unionlocal613 tweeted “how many men does it take to open a bottle of rhyme and reason? 1 for his woman who worked her ass off all day long.”
It is establishments such as Union 613 that use social media to their advantage, that attract positive attention and therefore more business from their target market. Social media allows the consumer to engage with a business giving a “behind the scenes” feel and furthers the entire experience, according to business blog, Entrepeneur.com
For example, Centretown restaurants such as El Camino and Vetta Osteria and Bar use Facebook, Twitter and Instagram to post pictures of various meals, customers and staff.
Being able to look up a restaurant on Instagram or Facebook before you go gives a sense of the restaurant’s character before you even step through the doors.
Today’s clientele wants more than a product. They also want the story and experience that goes with it.
With the help of social media, it’s much easier to get to know businesses on a personal level.