If Your Marketing Director Doesn’t Understand Twitter, Your Company Shouldn’t Be Tweeting

What happens when you combine an intern-created Twitter account, a marketing director who doesn’t understand how to use it and 60 disgruntled employees, some with access to the account and nothing to lose?

You get HMV’s Twitter stream today. And this can happen to you.

When budget cuts happen and heads must roll, one of the last things you want is to find your company’s financial drama under a social media spotlight – but that’s what happened to HMV today.

There were actually 190 jobs lost at HMV today, according to Music Week. The global entertainment retail chain told the BBC: “Since our appointment as administrators over two weeks ago, we have been assessing the financial position of HMV. Following this review, a number of redundancies at the head office and distribution centres have been made.”

And one of those redundancies was pretty ticked about it: 

HMV deleted the tweets and later posted this series as an explanation:

What a mess.

So if your marketing director doesn’t know how to “shut down Twitter” or even how silly that statement is, then your company shouldn’t be tweeting. And maybe you’re firing the wrong person?

(Confused man image from Shutterstock)

@MaryCLong maryclong@digitalmediaghost.com Mary C. Long is Chief Ghost at Digital Media Ghost. She writes about everything online and is published widely, with a focus on privacy concerns, specifically social sabotage.