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
Who told @Tinder's PR/social team this was a good idea? #TinderGate pic.twitter.com/FbKL0amfz4
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
Great #PR case study of how NOT to tackle an article that's misrepresented you. Thanks Tinder. http://t.co/LXezrnBwPJ pic.twitter.com/8japuBhJHQ
— James Bigg (@JamesBigg) August 12, 2015
Oh @tinder. I lesson here to take a deep breath, talk to PR, & write a blog. Don't rant (or be negative) on Twitter! https://t.co/cCw4j0Adu6
— Rosie Rogers (@rosiemrogers) August 12, 2015
How not to do tech #PR - 'The Tinder Generation is real': app has online meltdown over Vanity Fair article http://t.co/SqxUijYziG
— Oliver Kay (@olliekay10) August 12, 2015
.@Tinder yelling @nancyjosales actually highlights the worst part of their app people harassing women for behaving in a way they don't like.
— Shannon Hunter (@Shananigans) August 12, 2015
#PR tips for #Tinder from an Old Married Woman @LinkedInPulse https://t.co/zqwvjbZvxi
— Jennifer Frighetto (@FrighettoComms) August 12, 2015
Did Tinder's PR team just use the expression "shit-ton"?!? #prfail https://t.co/BTz3NGPe0I
— Whitney B (@whitneybiltz) 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
