In business, things don’t always go according to plan. Whether it’s an internal mistake that goes public or an unexpected incident that garners unwanted attention, these moments can feel like disasters. Shannon Sharpe’s recent Instagram Live mishap, where an intimate moment was accidentally streamed to millions, serves as a reminder that even the most seasoned professionals can experience public missteps.
If you find yourself in a similar situation, where something embarrassing or unintentional becomes public, it’s important to remember that not all attention is bad attention. Whether you’re a business owner, public figure, or entrepreneur, you can turn these moments into opportunities for growth and engagement. Below are some strategies on how to market your business after an embarrassing situation, inspired by Sharpe’s incident.
1. Acknowledge the Situation
One of the first things Shannon Sharpe did after the viral Instagram incident was to address the situation publicly. He didn’t hide from it, and neither should you. The longer you wait to acknowledge a public mishap, the more out of control the narrative becomes. Be upfront with your audience and take ownership of what happened. Whether it was a technical error or a misstep in communication, showing humility can humanize your brand and build trust.
Example: If something goes wrong during a product launch or a live event, address it with a public statement or video. Explain what happened, apologize if necessary, and reassure your audience that you’re committed to improving.
2. Leverage the Attention
Once you have eyes on you, use that attention to your advantage. Sharpe’s incident caused millions of views and discussions, putting him at the center of attention. While the content of the livestream wasn’t ideal, it still created a buzz. As a business owner, this is your chance to pivot the narrative and steer it toward something positive. Whether you’re introducing a new product, hosting an event, or pushing a message about your brand values, the goal is to redirect the attention.
Sharpe’s team quickly published Night Cap t-shirts, further monetizing the attention.
Example: If your business experiences a PR incident, offer a limited-time promotion or showcase a positive initiative that aligns with your brand’s values. This helps shift focus and keeps your brand in a positive light.
3. Clarify Any Misunderstandings
Shannon Sharpe initially claimed his Instagram was hacked before later admitting the truth. While it’s tempting to explain away a mistake, being honest about what happened goes a long way. In marketing, it’s important to clarify any misconceptions or misinformation quickly and transparently. If customers or clients are confused or misled, it’s your job to set the record straight.
Example: If there’s a customer complaint or a negative review that gains traction online, respond with clarity. Address the issue and offer a resolution. Transparency fosters trust.
4. Engage with Your Audience
When an incident goes viral, your audience is likely talking about it. Instead of shying away, engage with your community. Social media is a powerful tool for connection and conversation. Sharpe faced millions of memes and reactions following his Instagram mishap, but by addressing it on his Nightcap podcast, he regained control of the narrative. As a business, don’t be afraid to join the conversation surrounding your incident, especially if it’s taking off online.
Example: Respond to tweets, Instagram comments, or posts with humor or grace. You don’t have to make light of the situation, but by engaging with your audience, you show that you’re listening and aren’t afraid of public dialogue.
5. Turn the Moment Into a Learning Opportunity
Every misstep is a chance to learn and grow. After the dust settles, reflect on what went wrong and how it can be prevented in the future. For Shannon Sharpe, it was a reminder of the power and potential pitfalls of social media platforms like Instagram Live. For business owners, it’s an opportunity to assess what systems, protocols, or communications need tightening.
Example: Share your learnings with your audience. This not only shows growth but can position your business as a thought leader in overcoming challenges. Offer advice or resources on how to navigate similar situations.
6. Move On: What’s Hot Today Won’t Be Hot Tomorrow
Finally, it’s important to remember that in today’s fast-paced digital world, today’s headlines are quickly replaced by tomorrow’s news. While Shannon Sharpe’s Instagram mishap trended heavily, the buzz will die down, and it will be replaced by other stories. The same applies to any business. People’s attention spans are short, and while the situation may feel overwhelming now, it’s not permanent.
Example: Stay consistent with your marketing efforts and don’t dwell on the past. Continue posting valuable content, engaging with your audience, and pushing forward with your business goals.
Final Thoughts
Business mishaps, whether they go viral or not, don’t have to spell the end of your reputation. As Shannon Sharpe’s recent incident illustrates, even the most unexpected situations can be managed with humility, transparency, and a strategic pivot. Use the attention to re-engage with your audience, clarify misunderstandings, and reinforce your brand’s commitment to growth and improvement.
Remember, what’s hot today won’t be hot tomorrow. Shake off the embarrassment, make the most of the attention, and you’ll be positioned to see another day of success.
