Twitter is now widely used by companies as a digital PR tool. The social media platform allows companies to market their brand to almost the entire world since consumers have become more tech-savvy. Simultaneously, companies can receive quick feedbacks from consumers about their thoughts on the brand or product. Quick may be an advantage but like blogger, Rachel Thexton, warned, companies need to think before they tweet; once the enter key has been hit, companies cannot retract their last tweet especially if it is one offending consumers. From one simple tweet, the public can take screenshots and spread it like a virus before the company can undo its mistake. From this, like Thexton, I agree that the misuse of twitter can damage the brand’s image in less than 140 words. Many companies like President’s Choice and Gap have sparked controversy in their insensitive sales messages. That being said, when it comes to social platforms, companies should have social media policies to avoid PR crisis and train employees on how to engage with media in an appropriate manner.
President’s Choice ironically tasteless sales tweet: “What’s scarier? Hurricane Sandy or a beverage with marshmallow eyeballs?” has sparked massive consumer backlash.