Tweeting out of a client account rather then a personal one is a risk anyone working on online PR and social media takes. I’ve posted tweets meant for client accounts on my personal account by accident, much the confusion of my followers, but thankfully never the other way round like Gloria Huang of the American Red Cross did earlier this week.
Gloria, who works on social media for the company, was the unfortunate victim of a HootSuite mix-up. Thankfully for her, it wasn’t quite on the same scale as Vodaphone’s offensive tweet from a similar accident.
In fact, even though the tweet was deleted after an hour and Gloria apologised on her personal account, the response has been very positive thanks to the Red Cross not taking things too seriously and responding with humor and wit, rather than official statements and the usually frosty edge of corporate communications.
Dogfish Head also took the opportunity not only to sympathise and show their support for the Red Cross, but also encourage their Twitter fans to donate blood to the charity, giving their own reputation a boost in the process.
Other Twitter users also saw the funny side and I don’t doubt for a second that the little incident has boosted followers for both the Red Cross and their favourite beverage company.
Gloria even posted a thank you to those supporting her throughout the incident on Mashable‘s article, where the comments are again very positive.
Seems like everyone came out of this unscathed and perhaps even in a better public position then beforehand, demonstrating exactly how social media disasters can be turned around if the circumstances are right and those involved have sufficient skills and understanding.
Appearing as a ‘human’ company? Check
Increasing visibility and awareness for your cause? Check
Turing a potential bad situation around? Check
Social media, you’re doing it right Red Cross!
