Clubhouse provides a fresh new venue for social media meltdowns

The lion’s share of crisis management today stems from conversations that happen online. For this reason, the hot new invitation-only audio app Clubhouse is likely to quickly become fertile ground for future social media meltdowns.

In theory, this audio-only social media app was created to share constructive conversations between business professionals, industry leaders, eclectic groups of curious and like-minded cohorts, and other assorted high-profile folks.  Once you have downloaded, joined and entered into the Clubhouse app, you can join conversations, eavesdrop on others, contribute your thoughts and even “start a room” to attract visitors to talks that you moderate.

So, what could go wrong? A lot.

Unfortunately, it is only a matter of time before we start hearing about people self-destructing based on their behavior on Clubhouse. Here’s why:

1. Clubhouse is a platform where people are competing to speak.

Most rooms have a moderator, but there are numerous participants.  Many of these people will seek to promote their businesses or themselves. Clubhouse provides a platform where they can air their views and be heard. Whenever you have a lot of people in one place fighting for airtime and a microphone, there exists great potential for conflict.