The faux pas that saw @chryslerautos tweet out the F-word, alongside a rather dismissive opinion of Detroit, reminds us that while Twitter allows all of us to manage our own PR, if you’re not paying attention at all times – or have the wrong people managing your account – bad things can happen to (otherwise and generally) good people.
While not every brand is in a position to manage their own tweets (and even then anyone can make a mistake), if you take your eyes off of the wheel, even for a second, you can undo months of great work. Twitter is so fast that no matter how rapidly you delete your mistake, somebody always notices, somebody always retweets, and somebody always makes sure that your mistake doesn’t go unpunished and hits the desired amount of eyeballs. And the really unlucky part is you can almost guarantee that your apology won’t reach anywhere near as many people.
Be careful out there, because while Twitter is fantastic for damage control, it’s no slouch at causing damage, either, at a pace (matched only by the reaction) that is scary quick. Even at 140 characters – or less.