If you’re going to fire your social media team, you might want to remove their Twitter access first!
Earlier this month, HMV (a British entertainment retailer) went into administration. Not only are our high-streets losing a much-loved brand, but many job losses are inevitable. Today, the social media team confirmed this, and not in the manner their PR Manager would appreciate.
Using the hashtag #hmvXFactorFiring, staff have been live tweeting (using HMV’s official account) from HR, where they were told they were losing their jobs. Saying they have nothing to lose, they made it perfectly clear how they feel about it.
The tweets stayed visible for 25 minutes before they were deleted, presumably by the Marketing Director who was apparently overheard saying “how do I shut down Twitter?”
A woman named Poppy Rose has claimed responsibility for the tweets, saying that “as a someone without a family to support/ no mortgage, I felt that I was the safest person to do so”. It also appears that she is cooperating with @hmvtweets and this morning she even offered them instructions on how to remove her as an admin (16 hours after the tweets started).
According to her sister, Poppy has received a number of job offers following the stunt.
As Community Manager, Jeremy manages engaging social media campaigns for businesses of all sizes. He joined the team in 2011 having previously worked on a number of political campaigns.
Entertaining, yes. But ultimately unhelpful, because it perpetuates the idea that use of social media is a PR-disaster-in-waiting, and may well discourage companies from engaging properly. e.g. the “how do I shut down Twitter?” comment.
Also a good point. We constantly emphasise that for social media engagement to work, you need to trust the people on the front line and they need to be free to express themselves. This could make that a more difficult argument to make. That said, maybe HMV simply didn’t have much of a policy in place and weren’t too concerned about who it was doing that engagement.
Thanks for the link – I enjoyed your article, and it made me think, when she says…
“I hoped that today’s actions would finally show them the true power and importance of Social Media”
…she certainly seems to have done that. But in a bad way, demonstrating the negative power of social media and the importance of governing it carefully, not the positive power for customer engagement. In a way, she has proved all her social-sceptic management right. Was she being brave, clever or stupid? Rather naive, in my opinion.
(although I must add that I completely understand the frustration and disappointment that must have led to it)
Twitter is great way to establish relationships and engage with customers and online influencers. We have lots of experience running Twitter campaigns aimed at increasing your following, generating engagement and delivering new leads.
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“So really what have we to lose?”
A decent reference when they try to get their next job?
Quite. Bound to be repercussions down the line. But it’s entertaining.
Entertaining, yes. But ultimately unhelpful, because it perpetuates the idea that use of social media is a PR-disaster-in-waiting, and may well discourage companies from engaging properly. e.g. the “how do I shut down Twitter?” comment.
..maybe, but then again why hire an unpaid intern to do your comms? no disrespect, but the fault lies with the managers who underestimated the medium.
Indeed. But such amateurism on both sides does little to support the cause of social media being taken seriously.
Also a good point. We constantly emphasise that for social media engagement to work, you need to trust the people on the front line and they need to be free to express themselves. This could make that a more difficult argument to make. That said, maybe HMV simply didn’t have much of a policy in place and weren’t too concerned about who it was doing that engagement.
I totally agree. I wrote an article on this evening around the girl who posted the tweets asking what she actually gained from it: http://www.kevstrong.com/social-media/rogue-hmv-employee-poppy-rose-brave-stupid-or-clever/
Thanks for the link – I enjoyed your article, and it made me think, when she says…
“I hoped that today’s actions would finally show them the true power and importance of Social Media”
…she certainly seems to have done that. But in a bad way, demonstrating the negative power of social media and the importance of governing it carefully, not the positive power for customer engagement. In a way, she has proved all her social-sceptic management right. Was she being brave, clever or stupid? Rather naive, in my opinion.
(although I must add that I completely understand the frustration and disappointment that must have led to it)
That was my first thought as well. They’ll never get another job in social
Well, it was my second thought. My first thought was one of astonishment.
Her boss was fired too, was behind her. Reference will be fine. & she’s already receiving lots of job offers..
I agree, Richard. Maybe they plan on just leaving HMV off their resume?
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