Tag Archives: Twitter

How to apologise on Twitter

This morning Jimmy Carr said sorry for avoiding some of his tax bill. This is a text book apology done over Twitter. Nice and simple. Gives the facts. Takes responsibility. Sounds human. Makes an apology and describes an outcome.

I’ll point out again that I’m not an especial fan of Jimmy Carr but it’s worth noting this is a Twitter apology done well. A nice case study for anyone concerned with reputation, issues and crisis management in social media.

Hopefully the debate will now move on to discuss the institutional structures that support and condone tax avoidance and move away from scapegoating individuals.

Being real – equipping employees for social media communications

Reading through a global FMCG brand’s social media crisis communications guidelines this week I noted first that this mighty tome ran to 30 odd pages. Next that practically every other page exhorted the reader to ‘be real’.

In the old days of PR, before social, we media trained our executives to stay on message. We drafted up soundbites that pithily encapsulated our corporate story. We drilled the classic Paxman-facing-politician’s techniques of ‘managing’ a question, bridging back to the core point they wanted to deliver, no matter what the question (or how often they were asked it). “Of course you’re right that XYZ is important but not as important as the key corporate message I need to deliver here,” etc.

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