Twitter is a powerful thing. It helped make the Arab Spring a reality, Esurance used it to launch the best Super Bowl marketing campaign this year, news is now at our fingertips and we’re more connected than ever. But what happens when the power of Twitter isn’t properly harnessed? You get burned. The New York City Police Department just learned that lesson the hard way.
It’s yet another example of an organization feeling pressure to be social, adopting an “everyone else is doing it and so must we” mentality and totally missing the mark.
Or, as Bloomberg TV’s Corey Johnson put it, it’s “citizen journalism at its very best, brand promotion at its very worst.”
This was their idea: “Do you have a photo w/ a member of the NYPD? Tweet us & tag it #myNYPD. It may be featured on our Facebook.”
This is what they thought would happen:
— vane•matus☮ (@vanvanmt) April 22, 2014
— NYPD NEWS (@NYPDnews) April 22, 2014
But this is what really happened:
— Stop The Wars (@sickjew) April 22, 2014
— Occupy Wall Street (@OccupyWallStNYC) April 22, 2014
— Casey Aldridge (@CaseyJAldridge) April 22, 2014
— Dana (store name) (@sagesurge) April 23, 2014