This is so colossally stupid I can’t even believe someone gave it the go ahead.
Twitter, in a “marketing decision”, decided to use random twitter accounts to promote its new TV ad targeting platform. The catch? These users didn’t actually tweet what Twitter pictured them tweeting. In a post on Twitter’s advertising blog, the company posted a screenshot of users Subhash Chander, William Mazeo, and Neil Gottlieb shilling in an imaginary ad for something called Barista Bar.
Twitter has since issued apologies to these users and the public in general. First, in the form of a tweet which uh…didn’t cut it:
Needless to say, at least one of these users was not mollified:
So then Twitter issued ANOTHER apology:
UPDATE: An earlier version of this blog post included an image with mock Tweets from real users of our platform. This was not OK. Once we became aware of this mistake we took it down immediately. We deeply apologize to the three users included in the earlier images.
So what’s the takeaway for your staffing company from this PR mistake? Well, obviously you should never make up unauthorized quotes from clients or candidates to promote your staffing company. Always be authentic. And that’s the true message here – it’s not enough to be authentic within your company – it must be authentic all across the board. The social internet is not just an extension of your brand anymore. It IS your brand so don’t do anything you wouldn’t feel absolutely certain is in line with the culture and message of your staffing company. By all means, have fun, promote yourself playfully and with abandon but DO NOT LIE. Trust me, you do not want to find yourself apologizing over and over again (lost integrity is very hard to regain) or ( internets forbid) in the middle of a slander lawsuit.
Want more tips on navigating the murky waters of social media? Contact Staffing Robot today!