What Not To Task Your Intern With
The Company Twitter Account
Let me preface this post by stating that I am an intern. No bias, just a factual disclosure I felt important to be made. Moving on…
A week ago last Friday (around midnight to be exact), the Marc Jacob’s Twitter handle was taken over by an unnamed intern. And that intern expressed some feelings about the company’s CEO, Robert Duffy, and his search for a permanent Twitter-er. Let’s just say that the remarks posted to the Twitter feed (@MarchJacobsIntl) didn’t paint Duffy in a positive light. For a big company like Marc Jacobs, finding the perfect tweeter should not be difficult, unless (according to the unnamed intern) you’re not tweeting up to Duffy’s standards or spelling correctly. While some believed that the account was hacked, it wasn’t. It was the company’s decision to give the intern access.
So now the debate remains—was it socially responsible for a luxury fashion label to hand over access info to an intern, someone who may not fully understand the inner workings of Twitter or be able to fully express the company’s voice? Although the tweets were deleted early Saturday morning, they were still seen by plenty of users, me included, (which lets you know how much of a nightlife I have!). Either way, will an intern, even the most dedicated, fully understand the capacity of a brand’s voice on a social media level? Twitter is a global platform that reaches a broad range of audiences within a 140 character limit. Giving this responsibility to someone who may not understand the totality of a company puts that company (or, in this case, it’s CEO’s rep) at risk.
But, on the other hand, why not allow an intern to learn the brand’s philosophy and then let them loose on the Twittersphere? If you can understand the power and messages behind Twitter and use information to promote the company in a positive and engaging light…hello intern! f they can’t find the right person on payroll…just sayin’…
Posted by Alex
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