Effective use of Twitter can be a great asset to an organization by improving brand visibility and customer engagement. Yet, there are times when using Twitter can go horribly wrong. Here are five Twitter mishaps to avoid.
1. Tweeting Confidential Information
If your organization is a publicly traded company, employees must abide by certain rules. One of these is not sharing inside information. The (former) CFO of women’s clothing retailer Francesca’s certainly did not abide by SEC regulations when he sent out this tweet after a confidential board meeting:
Companies can avoid this mishap by versing all employees on the rules and regulations concerning social media.
2. Deterring Potential Hires
Twitter can be a great way to recruit new talent, especially from the younger generation. It can also be a great way to deter anyone from applying. Marc Jacobs learned this the hard way when someone claiming to be an intern went on a rant about the company’s CEO:
3. Sending Personal Tweets from the Company Account
What may be fine to tweet through a personal account is not necessarily appropriate for a corporate account. The social media manager at New Media Strategies should have taken this advice to heart before accidentally sending this tweet from Chrysler’s account:
4. Not Checking Your Links
When your job involves responding to a large number of tweets a day, you may eventually start doing things on autopilot. A seemingly innocent mistake, such as failing to double check a link, can lead to disastrous results.
One recent example that was hailed as the worst tweet ever posted by a brand involved US Airways. When responding to a passenger’s tweet, the link that was supposed to point to the company’s customer service page instead pointed to a very explicit photo instead. Before the company had a chance to delete it, the tweet and photo went viral, making this the number one trending topic in the United States for several hours.
5. Not Reading the Day’s News
Just because you’ve scheduled your tweets doesn’t mean you can forget about them. It is important to read the day’s top news and adjust any scheduled tweets accordingly. Sometimes a breaking news event can turn one of your scheduled tweets into an inappropriate message. You do not want to end up like the National Rifle Association, which sent this tweet a few hours after the shooting in Aurora, CO, two years ago:
How Can You Avoid These Twitter Mishaps?
One measure that organizations can take to ensure they don’t fall victim to such Twitter fails is to review and approve all tweets before they are scheduled or published. Click here to learn how to accomplish this with a simple online form.
If you’d like to read about 16 other ways that online forms can impact your organization, download a free version of Quicker Better Safer: Laserfiche Forms.