By Andre Bourque, Technorati:
In late 2011, Ashton Kutcher (the actor and first celebrity to hit 1 million followers on Twitter), walked past a television and saw that the longtime coach of the football team from Penn State University had been fired. As an alumnus of a rival school, and without full background on the story, he immediately tweeted about the firing.
His Tweet drew an onslaught of responses that he couldn’t manage, forcing him to shut down his Twitter account. Ultimately, Kutcher handed his account over to his management company.
Brands understand this challenge, too.
This type of social media crisis isn’t just an isolated Hollywood challenge. It’s one that illustrates the very problem facing any brand actively using social channels to communicate with their customers. Earlier in 2011, European airline Jet2 shut down its Twitter account because they couldn’t scale up their efforts… Read more