“We’re in the process of launching a pretty elaborate Social Media giveaway, do you have any advice on what we need to look out for?” -M

M, Before you publicize your next big promotion, consider the risks if the entrant who wins turns out to be a liar, drug dealer, porn surfer, or criminal. The wrong prizewinner can reflect poorly on the brand and create a public relations disaster.

Vetting your potential prizewinners with a well-researched background check is a vital due diligence step to protect the brand’s reputation.

Consider this:  a cookie cutter style printout from a “desktop background check” absolutely will not provide the information that your brand needs to make an informed choice about whom they align their hard earned and crafted brand’s image with.  Their promotion’s outcome cannot be left to chance, so don’t make the mistake of underestimating the value of vetting the finalists.