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.