4 questions for loan applicants on the brink of a social media meltdown
Abstract: It’s relatively easy for a small business to find itself in the crosshairs of a social media misstep. Everyone seems to have a smartphone and uses it to instantly share positive (and negative) customer experiences on social media sites. Likewise, a company’s marketing department might post images, videos and ads using the company’s social media accounts — and some posts may inadvertently elicit a negative response from customers and other stakeholders, thus reducing sales. This brief article offers four questions to help lenders ascertain whether to fund the resulting short-term cash crunch.