How to Destroy Your Brand on Twitter

Last Updated Jun 9, 2011 1:30 PM EDT

  • How to Destroy Your Brand on Twitter

    Kenneth Cole: Mideast Uprisings Aren't For Sales
    Kenneth Cole: Mideast Uprisings Aren't For Sales

    Kenneth Cole: Mideast Uprisings Aren't For Sales

    Kenneth Cole: Mideast Uprisings Aren't For Sales

    Across the Middle East people are rising up to throw off repressive regimes. While most of the world cheered, Kenneth Cole decided the Arab Spring was obviously a good opportunity to sell more shoes, tweeting:

    "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at (link)."

    If you're in the fashion business, the least you're expected to do is show a little taste and by this measure alone, Kenneth Cole's tweet was a spectacular fail. Justifiable condemnation rained down on the brand, which apologized.

    Takeaway: Twitter is a relatively informal medium where jocularity often pays and stiffness is rarely rewarded, but there's a flip side to needing to seem like a human rather than a corporate drone. Loosen controls enough to get a genuine voice on the site, and there's much greater scope for error and poor judgment.

    CLICK here for a Twitter fail that was nearly a felony-->

    (Image courtesy of Flickr user mrkathika, CC 2.0)

  • Jessica Stillman On Twitter»

    Jessica lives in London where she works as a freelance writer with interests in green business and tech, management, and marketing.