In the past few days, Media, both traditional and new, has been abuzz after the bombings at The 117th Boston Marathon finish line on Monday. There were a few brand Twitter accounts that had to send out apology tweets and remove tweets they scheduled out for that day. These scheduled tweets would have been completely fine had there been no attack on anyone that day. That being said, in all honesty, we all use and depend on scheduled tweets a bit too much. Although a convenience, especially in cutting down on time, it does not help foresee potential negative news going on prior to our posts going out into the Twittersphere.

No one could have possibly predicted the events on Monday afternoon, but not staying on top of what is scheduled out can harm your brand and its credibility on Social Media. What I am suggesting isn’t to not use scheduled posts tools, but to not schedule ALL tweets, especially ones targeted around an important and well known event. Keeping scheduled tweets more neutral, or evergreen, both helps keep your brand awareness on Twitter, but also forces you on a some level to take better accountability on watching trends during the day, as well as making better decisions on how to react to events happening in real time.

In the past, we’ve seen brands tweet inappropriate tweets about political events in hopes to bolster traffic and conversation around their brand, to which we also see backfire. (Kenneth Cole’s Egypt tweet in February 2011 is a good example of this.) These tweets were, in fact posted by humans, as opposed to a scheduled tool, but the main point in that is to think before you tweet and when in doubt have someone review what you want to send before you put it all out there. Once sent, you can’t untweet something. Sure, you can delete, but know that there are plenty of people who will see it and WILL screenshot that tweet, knowing full well, you will remove as soon as you realize your mistake. You must embrace the mistake and take responsibility for it and learn from that mistake. Ideally, instead of having to learn from your mistake, take this time to learn from others’ mistakes and avoid the tweet altogether. So in closing, remember that some tweets are better not sent – Think first, seek advice or review, then send, and don’t relay solely on a tool.

Don’t have the time to keep up with your tweets and other social correspondence? Talk to us about how we can help, whether you need a consultation or full fledged strategy and implementation, we can help!