Hit or miss? Microsoft tweet promotes Amy Winehouse music the day after her death

Microsoft faced a torrent of online criticism following a tweet from its Xbox 360 PR Twitter account the day after Amy Winehouse's death. 'Remember Amy Winehouse by downloading the ground-breaking "Back to Black" over at Zune,' it stated. With Twitter users fuming, Microsoft was forced to clarify its position. 'Apologies to everyone,' began a subsequent tweet, insisting the first message was not 'purely commercially motivated'.

Microsoft tweet: promotes Amy Winehouse day after her death
Microsoft tweet: promotes Amy Winehouse day after her death

HOW I SEE IT

Neil Bayley, Corporate practice leader, Porter Novelli

The Microsoft tweet was open to misinterpretation because it is so hard to convey tone through the brevity of social media messages.

It highlights two things about corporate reputation management in the context of digital and social media. Firstly, you need robust guidelines that steer employees in the thought behind their actions, not just the tasks themselves. Secondly, you need to be constantly vigilant and prepared to react fast with a clear response.

It was enough that Microsoft tweeted twice after the negative response. It was clear it realised the error of judgement. However, it was a miss, because its guidelines and approach failed to take into account how the tweet might be received.

MISS

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.