Mashable posted an article yesterday about how people use social media in times of emergency. Later in the night, one of the largest health and crisis management organizations in the world and one featured in the article had an emergency of its own.
[2/16 Update: Rogue tweeter revealed below. After scanning a number of tweets, it looks like the incident actually resulted in a slight uptick in donations and interest in giving blood. The Red Cross blogged about how the tweet helped the organization.]
[2/16 Update III: Dogfish Head's blog post on the matter.]
An employee with access to the @RedCross Twitter account accidentally posted about their night of drinking Dogfish Head Midas Touch and tagged the message #gettngslizzerd.
Tools for managing multiple Twitter accounts and smartphones that handle Twitter messaging alongside text messaging have made such mistakes easier than ever before. The Red Cross message was initially visible to nearly 270,000 followers subscribing to that account but
dozens hundreds of re-tweets (when the same message is re-sent from another person) and tweets about his post have put that number well into the millions.
In a slight tinge of irony, earlier in the day, the Brewers Association released a press release about its SAVOR event coming in June; one of the main goals of the event is to raise the image of beer to be equal to that of wine, a difficult task given the barrage of beer advertisements featuring lowbrow humor. On the other hand, it’s a nice bit of publicity for Dogfish Head though the brewery, growing as rapidly as it is, doesn’t need it.
Red Cross later deleted the tweet and replaced it with a new one that reads, “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.” At least they have a sense of humor about the matter.
We’ll see if they do in the morning behind closed doors. The Red Cross PR head says that Huang will not be fired over the incident.