Although Twitter can be used for social good, to help organizations build brand awareness, etc., it can also have the opposite effect. One mis-tweet can hurt a brand, campaign, or even lead to someone losing their job. Below are three mis-tweets which were heard by more than their intended audience.
Chrysler recently rolled out their new “Imported from Detroit” campaign during Super Bowl XLV which was based around Detroit, Michigan being the true motor city. It shed probably the most positive light on the city that it had seen in a while and it was done in a beautiful way. Chrysler used Detroit native, Eminem, in the campaign, and featured various sites and landmarks from around the city. The social media aspect of the campaign was handed over to the agency New Media Strategies to maintain various social media outlets.
“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to (expletive) drive.”
What happened in this situation, was that one of the employees working on the account accidentally sent the wrong tweet while using a social media management site. What was intended to show up on his feed, actually went to Chrysler’s Twitter feed. The employee was fired because of the incident and Chrysler is not renewing its contact with New Media Strategies.
2. American Red Cross
Again we see an instance of an employee attempting to use a social media management site, and sending a tweet to the wrong place. Rather than sending it to her personal feed, it was sent to the American Red Cross’ feed.
“Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettingslizzerd”
This was posted following the incident, along with another tweet from the American Red Cross:
“We’ve deleted the rogue tweet but rest assured, the Red Cross is sober and we’ve confiscated the keys.”
What is also great about this mis-tweet is that no one lost their job, and good actually came from it. Dogfish Head started a campaign with the Red Cross to raise awareness and donations.