A seemingly innocent Facebook comment from a Humane Society supporter destroyed a philanthropic relationship that improved or saved the lives of many animals.

For over three years, employees at Pilot Travel Centers in Tennessee raised $52,000 on behalf of the Human Society of the Unites States (HSUS). The money went to veterinary services, disaster relief and rescuing animals left in foreclosed homes. However, according to the article “Pilot’s Facebook Fracas,” those fundraising efforts were halted when Tennessee farming advocates got wind of a friendly Facebook “shout out” from HSUS to Pilot. It turns out that one of HSUS’s other causes is the End Factory Farming Campaign. This position did not sit well with Tennessee families making a living from agriculture. Pilot abruptly cut their ties with HSUS.

The SSN Take: SMBs must learn to anticipate and manage the ripple effect of social media interactions. If not, they may learn the hard way that casual conversations can wreak havoc on their bottom line.

David Hardt, March 16, 2010

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