It's super annoying when celebrities take to social
media to verbal diarrhoea their issues; especially when it's
Kanye. What's not annoying is when Virgin Australia tweets a
succinct message to the self proclaimed "world's greatest
living artist". It's certainly the tweet to end all
tweets; shame it only had 60 seconds of air time.
Kanye was upset that a review of his latest album had only
received a 9/10, so took to Twitter to suggest that it deserved a
more realistic 30/10. Apparently Virgin Australia disagreed, and
tweeted a suggestion that Kanye EAD (we'd spell out what that
means but it's way rude).
Naturally, the tweet went globally viral. A day later the media
agency Carat Australia (who had been engaged to handle Virgin
Australia's social media) fessed up to the tweet, and
apologised (boo). No doubt someone at Carat received a very stern
These days, social media is critical to consumer brands. The
more followers you have, the more sales/exposure you get.
That's why many companies are handing over control of their
social media handles and passwords to creative agencies or social
media management companies.
It makes sense to use experts, but giving the voice of your
business to an outsider is pretty risky (refer EAD tweet). When
engaging a third party to take on the challenge of making your
company's social media accounts fun, up to date and
follow-able, here are some things to consider:
How much creative control do you want to retain? Should all
posts be approved by you? That has to be balanced against
timeliness, but do you want to risk what happened to Virgin?
Make sure your contract with the provider indemnifies you for
any losses you incur as a result of their posts (think defamation,
dodgy claims about your products or services, and privacy
breaches). That way, when their rogue employee decides to go
telling celebrities what to eat, you can hold them liable.
Will the provider have total control of your account and, in
addition to content creation and posting, be allowed to reply to
complaints and comments? If so, you'll want to spend serious
time making sure they're on the right page. Then sit back and
We do not disclaim anything about this article. We're
quite proud of it really.
To print this article, all you need is to be registered on Mondaq.com.
Click to Login as an existing user or Register so you can print this article.
We consider the risks for brands and marketers, with a special focus on the recently-commenced 2016 Rio Olympic Games.
Some comments from our readers… “The articles are extremely timely and highly applicable” “I often find critical information not available elsewhere” “As in-house counsel, Mondaq’s service is of great value”
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).