A Red Cross social media specialist who was using HootSuite (a dashboard that helps connect organizations to multiple social media websites from one website) accidentally posted a personal Twitter onto the Red Cross organization’s Twitter feed:
“Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer ….when we drink we do it right #gettngslizzerd”
The post was taken down within an hour of being posted, but that doesn’t mean that a good handful of Twitter users didn’t see the inappropriate mistake. The Red Cross attempted to make the PR crisis into a humorous mistake, later tweeting: “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys”.
I think the Red Cross responded to the issue very well. Although it was a very unfortunate mistake on the PR specialist’s part, adding humor to the ironic situation I think may have even been beneficial to the organization. Dogfish Head beer even became aware of the situation and asked fans to donate to Red Cross.
In this case, not all mistakes end up being bad ones!