Why You Should Never Tweet During a Crisis
Public figures, companies and ordinary people often have a habit of dragging out a dispute in court. It’s not enough to put out the fire with an apology or deleting an account, so instead we tend to dive headlong into the maelstrom and try to get out using more belligerent tweets or comments.
Of course, I’m talking about the concept of “tweet through it,” which follows an almost identical technique whenever it happens: say something stupid, provoke negative reactions, deflect blame from said negative reactions by criticizing anyone who points a finger at you. and explode spectacularly and embarrassingly.
What does a “tweet through it” look like?
For a timely example, take a look at recent tweets from e-commerce giant Amazon, which has been arguing with politicians on Twitter all week . In particular, the company has resorted to a trick common to big brands on the platform, albeit with reference to allegations of appalling working conditions at one of its fulfillment centers.
Amazon is clearly worried about the anger this week and continues to argue with government officials on specific issues, with even the company’s consumer affairs CEO Dave Clarke stepping in . It was a monumental tweeting exercise through him, used by a corporate monolith that could probably let this pile slip into the empty memory of the Internet if only he kept his mouth shut.
There are countless other examples of people — both outstanding and humble — who have traveled this dangerous, predictable, and fun journey. There is Elon Musk , former President Trump , journalists Glenn Greenwald and Allison Roman , and ephemeral villains like Bean Papa and Cheese Wife .
Since this is an oversight that anyone can commit, regardless of their online platform, it is worth exploring what you could do instead of tweeting through it in a disastrous manner.
What to do instead
It may be an instinct to immediately recover from an impressive fall, but it rarely works. Making a serious mistake on social media – whether it’s falsely accusing someone of pedophilia or posting Eilleist tweets – and the inevitable consequences of doing so have become its own cultural canon for now, with at least one New York Times bestseller on the topic.
By now, we should know how the speaker works and how to approach it: instead of defending yourself against a bunch of strangers on the Internet, delete your app or your account entirely. Relax and allow yourself the serenity of being in an organic, physical world, where people thousands of miles away do not direct their anger directly at your wrongdoing. You can get some fresh air and perhaps approach the situation with a clearer eye. From there, you can start clearing your name, atone for setting fire to the dumpster, or keep ignoring it.
Think about the situation from the point of view of other people.
Perhaps arrogance is the driving force behind everyone who tweets through this. If you are leading a social media offensive in an attempt to defend your actions, chances are you are not thinking of anyone else but yourself – and this is not how you win the argument.
You clearly offended someone, so now you may ask: why? Once you start looking at the specifics of your actions and the reactions they receive, you will notice that doubling down is not very productive.
Think about the merits of the right apology.
People who tweet through this often change their minds and collect some kind of grin. I am phrasing this apology as such because it is possible to use a defense mechanism in your apology that places the burden on your enemies, not yourself.
As a rule, never say, “I’m sorry if people are offended” or “I’m really sorry if your feelings are offended.” This will only create more resentment because it will make the situation react to your words or actions, rather than your actions. Remember that apologizing is an act of catharsis and demonstrates personal growth, or at least the initiative to learn.
If you’ve really kicked up the waters and amassed a tidal wave of retaliation, write your apology down in a Word document or online publisher like Medium, then share it with the world. Consider the nature of the claims that are aimed at you, and do your best to redeem yourself. In the end, this is much nicer than angry and incredulous tweets addressed to their ill-wishers, which, as we well know, never works.