How to cope with a #Tweetsneeze

Faced with a potential social media crisis when they published a schedule of Tweets all at once, Royal Mail's Twitter team acted quickly and smartly. They even made...

Royal Mail #TweetSneeze

Yesterday evening, around 9pm, Royal Mail accidently released a stream of tweets, which were meant to be scheduled for the next few days. Users were quick to respond to the postal service wishing everyone a ‘Good Morning’ at 9pm, but their Twitter team was just as quick to rescue the situation.

The tweets were deleted but Royal Mail’s Twitter team replied to everyone commenting on the mistake and even making up their own, rather clever, hashtag #TweetSneeze.


It’s another nice example of how to manage a potential social media crisis with smart communication and a good sense of humour – which was appropriate in this case. In an industry where timing is important, Royal Mail is expected to be very responsive on social media – and they are on a daily basis for postal enquiries.

In this instance they showed they can be just as quick off the mark for reputation management.

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  1. @hawai50 Reply

    I disagree Richard.

    Whilst some of the tweets may be scheduled, they’ve still got to be written and produced. Scheduling used by many large companies is a great way for them to manage what they’re saying and when. It doesn’t mean that there’s been any less thought into what’s being said, nor they’re lying about when they’re actually there.

    If you go and check what’s being sent from this particular account, you’d see tweets being sent right up until 6pm and from 8am in the morning.

    1. Jeremy Taylor Reply

      I agree that scheduling is an important feature and most companies (ourselves included) will use it, but I don’t see the point in scheduling ‘good morning’ tweets in advance. If you’re going to do the actual engagement during the day yourself, why can’t you say good morning yourself?

      The other thing I’d like to add is that #HereUntil6pm is an appalling hashtag.

      1. @hawai50 Reply

        Perhaps you’re right Jeremy. I think the idea here is to spend some time creating more engaging opening and closing tweets, rather than just the run of the mill “We’re here, tweet us” approach.