Responding to Crises in 140 Characters
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This document discusses four examples of organizations experiencing crises due to unauthorized or insensitive social media posts from associated individuals: 1) An employee of the American Red Cross accidentally tweeted about drinking on the organization's account. 2) The CEO of Kenneth Cole tweeted an insensitive joke about unrest in Egypt from the company's account. 3) An employee of Chrysler's social media agency tweeted a profanity-laced complaint about Detroit drivers from the automaker's account. 4) A comedian voiced offensive jokes about the 2011 Japan tsunami on his personal Twitter account with many followers.
Responding to Crises in 140 Characters
- 1. Responding to crises in 140 charactersAndi Narvaez (@andinarvaez)University of Maryland
- 2. EMployee
- 3. On February 15, 2011 an employee of The American Red Cross with access to the organization’s @RedCross Twitter account sent out a Tweet that was meant to go through the employee’s personal account but instead went to the Red Cross’ more than 500,000 followers.
- 4. Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer… when we drink we do it right #gettngslizzerd @RedCross February 15, 2011
- 5. We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys @RedCross February 16, 2011
- 6. Executive
- 7. On February 3, 2011 Chairman and Chief Creative Officer of brand clothing designer Kenneth Cole, himself, sent out a tweet using the organization’s Twitter account with more than 11,000 followers.
- 8. Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC @KennethCole February 13, 2011
- 9. Re Egypt tweet: we weren’t intending to make light of a serious situation. We understand the sensitivity of this historic moment – KC @KennethCole February 13, 2011
- 10. Agency of Record
- 11. On March 9, 2011 an employee of Chrysler’s social media agency,sent out a tweet using the @ChryslerAutos Twitter account with more than 7,500 followers.
- 12. I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive @ChryslerAutosMarch 9, 2011
- 13. Our apologies – our account was compromised earlier today. We are taking steps to resolve it. @ChryslerAutos March 9, 2011
- 14. Spokesperson
- 15. On March 12, 2011, the comedian who lends the voice to the Aflac Insurance duck character that appears in the company’s commercials posted more than 10 jokes to his personal Twitter feed with more than 100,000 followers about the tsunami in Japan.
- 16. Japan called me. They said “maybe those jokes are a hit in the US, but over here, they’re all sinking” March 12, 2011Japan is really advanced. They don’t go to the beach. The beach comes to them. @RealGilbertMarch 13, 2011
- 17. I meant no disrespect, and my thoughts are with the victims and their families. I sincerely apologize to anyone who was offended by my attempt at humor regarding the tragedy in Japan. @RealGilbert March 15, 2011
- 18. Love that you want to be my new voice. But first I’m using it to ask for donations to the Red Cross for Japan. www.redcross.org/donate@aflacduck March 15, 2011