What’s Working in Rogue Tweets
Not that we condone rogue tweeting but accidents do happen. Just ask Gloria Huang who mistakenly fired off this tweet from her employer’s (the Red Cross) account late Wednesday night.
Definitely an uh-oh moment. Fortunately disaster was averted, thanks to the composed reaction of the Red Cross and the quick thinking of Dogfish Head Brewery. The Red Cross responded, not with scorn or contempt, but with tongue in cheek, tweeting: “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.”
And then something great happened, something that could have only happened through social media. The twitter community and Dogfish were so impressed by the Red Cross’ kind and humorous response that they launched a blood/donation drive using the hashtag #gettngslizzerd.
All day people made donations and gave blood. Bars offered up free pints of Dogfish to anyone who donated a pint. And Hootsuite, which Gloria was using when the mistake occurred, pledged a donation to the Red Cross.
When Mariah Calagione of Dogfish contacted Wendy Harman of the Red Cross (to make sure Gloria still had a job) Wendy said, “Listen, we deal with huge, natural disasters all the time… this really isn’t that huge.” Just amazing. Funny how things just seem to work out.
