Lately, it seems that social media has converged with current events more than ever before. But as much as the media is covering uprisings in the Middle East that are using social networks to mobilize, they are covering embarrassing gaffes by people who should know better.
For example, an employee of New Media Strategies (the workplace of a friend of mine) accidentally tweeted from the account of a client, @ChryslerAutos; “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive.” Clearly, the Tweet was meant to be sent from a personal account, but it was not deleted before some of the account’s nearly 9,000 followers retweeted the tweet— making actual deletion impossible. The employee was fired, and the firm is enduring even more backlash, with Chrysler refusing to renew their contract. The tweet was covered far and wide, from The New York Times to Mashable.
While the New Media Strategies/Chrysler incident was embarrassing and the employee should have never tweeted (even from a personal account) something that could be perceived so negatively by the client, clearly it was a mistake. What’s even more damaging for reputations is when Twitter reveals that people held in high-regard are just ignorant racists. For example, Cappie Pondexter, (@cappa23) a WNBA star with the New York Liberty tweeted that the earthquake and tsunami in Japan probably happened because “they did pearl harbor so u can’t expect anything less,” and stated that “What if God was tired of the way they treated their own people in there own country! Idk guys he makes no mistakes.” Not only do these remarks make her look racist—they make her look just plain stupid and insensitive.
A final incident that caught recent media attention was at the expense of Gilbert Gottfried, a comedian of Aflac duck-voice fame. He also tweeted (@RealGilbert) disparaging remarks about the earthquake/tsunami in Japan— one of Aflac’s largest markets. Aflac let him go and pulled all commercials with his voice.
In an era where media interviews are no longer the only way to connect with the public, are politicians and other public figures more at risk than ever of committing gaffes that hurt their reputations? Or is there so much clamor that no one even notices everything but the big stuff? I think that this just reinforces the necessity for proofreading. It is essential for people to remember that tone does not come across well online— so a backhanded remark meant to be funny can actually be quite damaging (i.e., Kenneth Cole’s tweet about uproar in Cairo).