Once again, a major brand gets in trouble over a tweet. In case you missed it, Home Depot posted an extremely offensive tweet yesterday which they of course then promptly took down and marshaled their PR force to apologize profusely across the media sphere.
Since the tweet was posted by Home Depot’s outside agency, you wonder whether the same people were deployed to apologize as posted the offensive tweet in the first place. It’s really a bizarre world that we live in now where brands pay outside agencies to handle their social media and then have to pay again to field a crisis campaign to apologize for their mistakes.
But, it’s really less a bizarre strategy than it is a result of the short-sighted way that social media is staffed. I wrote here about lunacy of having interns and lower level employees be responsible for strategically deploying the brand’s message out to millions of consumers every day and in the case of Twitter, to thought leaders in those communities.
In no other part of marketing do we expect entry level employees to have the strategic experience to broadcast the brand message without supervision. It’s not fair to the employee and it certainly does very little to help the brand.
Maryanne Conlin is an award-winning social media expert and CEO of RedRopes Digital, a consulting firm focused on building strong digital brands. You can access her Sept 27 presentation at ExpoEast on Social Media Marketing for Socially Conscious Brands here and connect with her on Twitter @maryanneconlin