Social Media – Vodafone Twit Highlights Need For Corporate Social Media Control

I’ve said it before and I’ll say it again – corporate use of social media is a dangerous thing, and if you are going to dip your toe, then you need a frankly medieval ‘corporate use of social media’ policy in place to ensure the wingnuts do not scupper your dinghy.

As happened earlier this month over at Vodafone, a rather large purveyor of telecommunications services to the global community. Vodafone’s on Twitter, d’you see, and although it’s only managed to garner some 9.5k followers with its 5k-odd tweets, it’s pursuing its strategy with verve.

Suddenly, last week, a tweet was tweeted suggesting that – avert your eyes, those of a sensitive disposition – “@VodafoneUK is fed up of dirty homo's (sic) and is going after beaver”. Well. Here’s commentary from www.pocketlint.com, suggesting that Voodoofone’s Twitter account is internally compromised.

Of course, it wasn’t, and – whether you choose to believe it or not, you have to give credit to Mojambofone’s crisis management people – pocketlint posted this yesterday, recounting Jujufone’s official explanation. For those of my blog snorkellers what is hard of de clickery, the explanation is pretty much ‘a big boy did it and ran away’. Only in this case, they appear to have found the big boy, and I can only imagine that he (or she, even) is in a small room somewhere, tied to a chair, while some HR lovelies get all 16th century on his ass.

 Moral of the story? There need to be rules. Perhaps Blackmagicfone has a ‘corporate use of social media’ policy, but it sure as hell ain’t working. As I’ve postulated before, there’s always a proportion of employees – and of the general public, as it happens – terminally afflicted with Twitterette’s. This is the unholy urge to shout ‘bum!’ and ‘poo!’ in public places and at inappropriate times. Generally when confronted with a mass medium (like Twitter, or Facebook), the implications of which they do not fully understand. They do not understand that their ‘bum!’ has a potential audience of – ooooh – everyone. (Luckily, in this case, it was an immediate audience of 9.5k people – although you can still find the post, because it’s been re-tweeted and re-tweeted – whatever that means.)

Anyway, bottom line – a proper use of social media policy, with proper rules, is absolutely imperative. It won’t stop this sort of nonsense altogether, but it may make the f*ckwits think twice. I recommend really, really serious disciplinary action. Boilings in oil. Skinnings alive.

But really, the way to deal with it – folks – is NOT TO GET INVOLVED IN THE FIRST PLACE.

How many times do I have to say this?

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Filed under Communications Strategy, corporate reputation, Crisis Management, External Communications, Social Media

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