#gettingslizzerd with the Red Cross

February 16, 2011 by Sarah Legg

The #gettingslizzerd snafu with the Red Cross yesterday proves that a social media negative can be turned into a social media positive.

An unsuspecting Red Cross employee with access to the Red Cross’s twitter handle accidentally tweeted “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer…when we drink we do it right #gettingslizzerd” under the @RedCross username. Needless to say, followers of the Red Cross immediately retweeted the tweet, which I’m sure gave the inadvertant tweeter a mild heart attack.

The Red Cross handled the controversy well tweeting: “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.” Instead of posting an apology or a reprimand about the employee like many orgs would, the Red Cross took the mistake and turned it into a positive. #gettingslizzerd is now a trending topic for donors to the Red Cross, and DogFish Head beer is getting free publicity to boot.

Lessons learned:

1. Don’t tweet for your company on your personal device.
2. Own up to your company’s social media mistakes.
3. Turn what could be a glaring negative into a glaring positive.
Read about the snafu here.

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