Last night’s Tinder tweet storm against a critical Vanity Fair article was reportedly a premeditated move. And it wasn’t a smart one, according to tech-sector PR pros and social media managers, who tweeted themselves that it read like a spontaneous, drunken rampage.
Through the 30-part tirade, Tinder attempted to counter a Vanity Fair piece that claimed hook-up apps are having a corrosive effect on dating. Tinder’s tweets attacked the article for its "one-sided journalism" and explained that its app is used for much more than just hooking up. It also curiously claimed to have helped users in less-Internet-friendly parts of the world such as China and North Korea meet.
Here’s how communications pros reacted to the rant.
Poor judgement on social media burns a company again.. Not too surprising #TinderGate— Colin Jordan (@colinjordan) August 12, 2015
"Tinder, just like us, cannot handle rejection." This isn't how your respond to negative PR: http://t.co/TsOEdvDVyn— Hazel Watts (@hizzlehazzle) August 12, 2015
I love it when #brands get drunk and tweetstorm— BPLewis (@BPLewis) August 12, 2015
Reminder for @tinder: You're a brand. Not the personal Twitter account belonging to a pissed off PR manager that has had three beers.— Matt (@MattNavarra) August 12, 2015
Tinder tries to sweep a critical @VanityFair article under the rug by… posting 30 tweets about it. Are you guys in need of a PR firm?— kglobal (@kglobaldc) August 12, 2015
Another Vanity Fair reporter, who was not involved with the story, even commented on Tinder’s PR flop.
I had nothing to do with that great VF article and no personal experience with Tinder, but jeezy creezy this is not how we PR.— Joanna Robinson (@jowrotethis) August 12, 2015