— The Dignity Project (@DignityProject) June 11, 2014
The Dignity Project (a name which seems somewhat ironic today…) tweeted this upon hearing the news that J.K Rowling had donated £1 million to the Better Together campaign. The news itself came as quite a shock to yes and no voters but The Dignity Project did not keep a dignified (geddit?) silence on the news. No, instead they called her a gendered slur.
The Dignity Project have since released a statement saying that their account was hacked. Protip: if you ever find yourself in such a terrible PR nightmare, do NOT say your account was hacked. Nobody believes you. We’re all laughing at you. If it happens, ‘fess up and accept responsibility. It is far more respectable to own up to your mistakes in any situation but especially on the endless pit of memory that is the internet.
In this case, it seems that this tweet may have automatically been shared from the chairman of The Dignity Project’s Facebook account. This is all at once pretty dumb, embarrassing and speaks volumes about how important it is to have more than one person in control of your business’s social networking accounts. Even those who seem like they ought to know the dos and don’ts of social media can get it wrong and there needs to be other people with access to the account for damage control. The tweet pictured is STILL up and has been featured on Huffington Post, The Guardian, Telegraph and now The Dignity Project is being investigated. Yikes. All because of an ill-thought-out tweet and only one person controlling social networking accounts.
The problem that a lot of small businesses seem to have is that they do not take social networking seriously. Facebook, Twitter etc are painted by the media as being shallow, superficial and narcissistic when in fact they are some of the most vital tools available to both businesses and individuals. How you appear online is how you’ll remain to be perceived outside of the internet. If you don’t keep up your social networking, if you ignore customers when they try to contact you, if you personalise your brand to the point that you offend others, this won’t be forgotten in ‘real life’ and will have a negative impact on your business.
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