Another day, another corporate social media gaffe. Another individual not associated with the organisation, or another account hacked. And apologies to anyone who was offended.
Really? Do you buy that?
Last night Liverpool probably threw away the Barclays Premier League title by blowing a 3 goal lead away to Crystal Palace. Shortly afterwards, the below Vine appeared on the official Tottenham Hotspur account, apparently mocking Liverpool.
Naturally this was not the fault of the club who are now looking into security issues with their Vine account, adding that it was not tweeted by anyone affiliated to Tottenham Hotspur.
Whether this is true or not, it is very damaging to Tottenham Hotspur, not just because they have effectively admitted they have security issues, but whomever uploaded this in the first place, is hardly in a position to mock in the first place.
When it comes to crisis management in social media, being honest and displaying integrity is the key to success. It may be true that the Vine account was hacked but it seems too well timed and planned to have been the work of a rogue hacker. I would presume that Spurs have a robust social media policy, strategy and reporting in place, which will surely be able to detect the exact time and ip address of the ‘poster’, which should confirm that the apparent hack was external. If this is not the case, and there is no further statement, and possibly even a restructure of the social media team, then questions will need to be asked of Tottenham Hotspur themselves.
If you do not post with honesty and integrity, and admit mistakes, you leave your brand exposed and lose a lot of trust and confidence within your market place. Is it worth the risk?