You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
The HMV Rogue Tweeter Revealed
Posted on February 1st 2013
It would be just plain remiss not to document the latest social media misstep of a brand, and only partly because I can’t help lauding the foolhardy bravery behind the @hmvtweets #hmvxfactorfiring HMV Twitter account hijack.
The story in brief: yesterday, 60 members of the HMV PR department were gathered together to be sacked by the music retailer, which has been in administration since Jan 14. And there the story may have ended – except that no one had had the foresight to take away the keys to the Twitter account. The public watched in awe as the account went rogue:
.. and then chortled as they read:
Someone must have told him how to delete tweets (if not how to change the password), because that’s what happened next. The tweets were being pulled down as fast as they appeared, whilst the Twitterati tutted and knitted furiously, waiting for the blade to fall.
… which of course it did, and finally the account was restored to someone still employed by HMV:
Although many preferred the original voice behind the account…
... who apparently was one @poppy_powers, who had this to say:
You’ve got to admire her pluck and passion – and if she is to be believed, utter straightness. I guess she did the social media equivalent of picketing to state her case, although of course it was entirely unprofessional.
Now for the usual analysis of lessons learnt (although this hardly needs to be said):
- If you’re going to do something vastly unpopular, especially to those who run your social media accounts, change the passwords first. You do have the passwords already, don’t you? After all, you do use a secure log in system, don’t you? Oh.
- If one of your account goes rogue, don’t assume that deleting the tweets will work some pixel memory magic, and that the screengrabs taken by hundreds of social media tricoteuse will fade to nothing. If you have access to the account then change the passwords, for heaven’s sake. If you really need to delete the errant content (and it’s understood that sometimes you really feel you must), then do so, but leave a considered and dignified acknowledgement of the fact in its place. (And change the password).