Poor Twitter Habits Cause Reputation Nightmares
Businesses and brands continue to try to capitalize by tweeting on trending topics featured on Twitter. A great example of this is a tweet Microsoft sent (image to right) out via their Microsoft Xbox UK PR Twitter account (@tweetbox360) Monday. They were quickly bombarded with responses like “Whoever is over @tweetbox360 is seriously a foolish tool with little or no PR clout” and “@tweetbox360 talk about cashing in on someones death!”
Realizing they had a serious reputation management problem on their hands, Microsoft quickly issued the following response: “Apologies to everyone if our earlier Amy Winehouse ‘download’ tweet seemed purely commercially motivated. Far from the case, we assure you.” The apology caused distaste and even more dissatisfying comments like “@tweetbox360 Of course it was purely commercial you vile vermin” (awesome alliteration).
This is not the first time Microsoft has landed itself in hot water over tweets. In March their brand Bing was accused of trying to benefit from the tragic tsunami in Japan. A company the size of Microsoft should not have two twitter blunders in the same year.
Twitter should be respected and continues to expose businesses with poor ethics. Deleting a Tweet will not prevent you from having a disaster like Microsoft. Social media is transparent and surprisingly large brands continue to fail at using new media outlets properly.
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