While the scheduling tool on HootSuite, Tweetdeck and other such tools can prove very useful, should brands we wary about using them? Yesterday, the Daily Mirror unintentionally sparked anger following a pre-scheduled tweet reading ‘David Luiz urges Chelsea marathon men to drag themselves over finish line’.
Normally, this tweet, which contained a link to the story in question, would have been fine, but following the news of the bombing at the Boston Marathon many suggested that this was an attempt by The Mirror’s football team to capitalise on key words and bait traffic.
This was not, however, the case: the story and tweet had both been pre-scheduled, and the @MirrorFootball account apologised profusely, removed the original tweet and changed the article.
However, LiveNation, the promoter for the event, despite letting everyone know the event had been cancelled, had obviously pre-scheduled a tweet…which still sent.
The supermarket insisted that it had not been sent by a tongue-in-cheek staffer and had in fact been scheduled before the situation was discovered.