The American Red Cross’ recent handling of their Twitter faux pas is a lesson in successfully managing corporate reputation via social media. It all started when @RedCross mistakenly tweeted:
“Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer…when we drink we do it right #gettngslizzerd”
Realizing their mistake, the Red Cross quickly deleted the tweet and sent out the following apology:
“We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.”
To make further amends, the Red Cross posted an apology on their blog that detailed the entire incident with screen shots of the original tweet.
Accidents in the social media sphere can spread within seconds. We often recommend that clients take an air traffic control approach when using social networks: avoid personal devices (and accounts) while working in the tower.
Three cheers for the social media acumen demonstrated by the Red Cross. Not only did their response generate a favorable reaction in the blogosphere, it also increased donations to the organization.