Here is why anyone affiliated with your online brand is a reputational risk

Your brand has embarked on a social media journey and so far, the response online has been positive. What happens though when someone affiliated with your brand throws a spanner in the works?

US Treasury Secretary, Steven Mnuchin, experienced a wave of backlash recently when his wife, Louise Linton, responded passive aggressively (we're sure you'll appreciate the irony when you read the comment below) to a disgruntled Instagrammer.

In a photo capturing a flight to Kentucky, Louise wrote: "Great #daytrip to #Kentucky! "#nicest #people #beautiful #countryside #rolandmouret pants #tomford sunnies, #hermesscarf #valentinorockstudheels #valentino #usa"

Users commented on the use of hashtags to highlight high end brands that Louise was wearing as "deplorable" and "distasteful."