The Emma Sullivan and Governor Brownback Incident: A Lesson in “Social” Engagement

When Kansas Governor Sam Brownback’s office contacted a state high school, apparently irate about student Emma Sullivan’s particularly critical Tweet, lots of lessons were learned about social media. But there’s one in particular that businesses should take note of: Don’t criticize the conversation – engage in it.

Trying to put an end to criticism in social outposts with pure might often encourages critics to use that same platform as a speaker box against you. Not surprisingly, the governor’s move backfired. Sullivan received a flurry of support, and ended up with five times as many followers as the governor.

What should Brownback’s office have done when they saw the Tweet? Tweeted back. Asked what she was unhappy about. Asked for her input. Asked for constructive feedback. It may not have gotten her to agree with the governor’s policies, but it would have been positive engagement – and who knows, maybe it would have won the favor of a few on-the-fence constituents who took notice.

Brownback eventually backed down – acknowledging Sullivan’s right to freedom of speech that was at the center of the controversy, in a public apology, mostly ending the story. But had his office engaged instead of going on the offensive, it could have avoided one of the biggest headaches it will ever experience. Businesses can learn from this misstep – and recognize when criticism online can become an opportunity for positive engagement.