‘Twitter wars’ show how things can get out of hand, provide lessons

During the Thanksgiving weekend, a few “Twitter wars” made headlines. While one of them, the one that began at an airport and escalated on a plane, was first odd and then sad, the other big one – between “Kyle Kinane vs. Pace Salsa – was pretty funny.

As it turns out, according to The Huffington Post, the “war” wasn’t really between Pace Salsa and Kinane; Kinane was actually pranked by a fellow comedian, Randy Liedtke, masquerading as Pace Salsa.

See the full exchange, including the updates, here.

Although the entire situation was fabricated, there are still a few marketing lessons or reminders to be gleaned from it.

  1. Don’t set your Twitter account to automatically favorite others’ posts about you. If their post is negative, you look like a tool. Or like your social media is automated (read: impersonal).
  2. Twitter really shouldn’t replace avenues for private conversations, like email.
  3. Be discerning when deciding who should have access to your company social media accounts. While Miles, apparently, was the invention of a comedian in this case, there are plenty of true examples of un-vetted social media reps going rogue.
  4. Speaking of going rogue, if you find a conversation that began on social media – in public, no less – is going south, take a deep breath, reset, publicly mention you will contact the person privately to reach an agreement/find a solution/etc. (and then do so), and find a new approach to the situation, preferably one that begins by moving the conversation to a phone call. DO NOT allow yourself to get drawn into an online argument – even if you think you’re in the right.

Melissa Biernacinski serves as Director of Media Relations for Imagine Communications. Email Melissa at mbiernacinski@weareimagine.com

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