Case Study: A Social Media Problem Child

• Jul 28th, 2009
• Posted by Cody Goins
• Posted in Bad Ideas, Social Media, Social Media Case Study, Social Media Problem Child, Twitter

As much as we would like to start a new regular feature in this space focusing on social media snafus called “Hey, Stupid!” this would be far too negative and depressing of an affair.   We are not in the snark business here– we’d rather look at some of the rather regrettable decisions that others have made in the space and use their bad examples to help try and raise the overall level discourse, letting us share ideas and techniques that will help improve the quality of as many other social media interactions as we can.

That being said, it’s only Tuesday and we’ve already seen a huge example of epic social media obtuseness this week.   Let’s discuss what they did wrong and what they could have done better:

Social Media Problem Child: Horizon Realty Group

The issue:

This collection of Chicago apartment leasing and property management companies filed a $50,000 lawsuit against one of their tenants Monday for publishing information that they considered to be damaging to the company’s reputation.   According to their suit, this tenant “. . . maliciously and wrongfully published the false and defamatory Tweet on Twitter, thereby allowing the Tweet to be distributed throughout the world.”

Let’s look at this supposedly libelous tweet:

Within seconds, this tweet was easily viewed by all TWENTY of the tenant’s Twitter followers.   Guy Kawasaki, this tenant was not.

What they could have done better:

Basically, everything.*  Rather than use this opportunity to use Twitter to initiate a conversation with their tenant and perhaps resolve their issue in a way where everyone could benefit, Horizon decided that the best course would instead be a lawsuit.   No communication, no engagement.  Just lawyer time.

They attempted to squash the conversation rather than embrace the opportunity they had to directly and honestly engage with one of their clients in the social media space.   Now a lot more than 20 people know the information Horizon was trying to suppress, they’re getting a ton of negative attention, and they look like a big, bad, overly sensitive company that has its lawyers on speed dial.

If the social media situation had been handled correctly (with something as simple as a generic @reply), or even if the company had understood exactly what the marketplace impact of a throwaway tweet on a 20-follower account was, this all could have  been avoided- or even turned into a “win” for the company.  Instead, we’re stuck with this litigious mess.

Although, when your spokesman is quoted saying “We’re a sue first, ask questions later type of organization,” perhaps the idea of using social media to create an open and honest dialogue with your clients is not an idea that’s on your front burner right now.

*Ed. Note- In no way is this post intended to disparage any of the fine property holdings of the Horizon Realty Group.  We are completely aware of their commitment to provide “well-maintained living environments” for their residents, and the above post is not intended to imply otherwise.  It is simply a hypothetical social media thought experiment, one that has absolutely nothing to do with, and thus should be no part of, any pending litigation.**

**Seriously.