Orth was tweeting from his personal handle, but he was still viewed as an extension of the company. While he was not a spokesperson for Microsoft, he was still affiliated with the company, and his words were a poor reflection on the brand.In the case of Brendan O’Connor, a journalist and former employee of the Milk Truck food truck in New York City, a question of right and wrong arises.
Both parties made mistakes, but neither resolved the spat in an appropriate manner. There are many ways to use Twitter, whether it's to share your life experiences real-time, serve as the voice of your company or promote your personal brand. However, there are some ground rules that should always apply:
- Get personal, but not too personal. You want to be authentic and relatable.
- Always be appropriate and professional. As with anything you put on the Internet, your tweets last forever.
- If you make a mistake, own up to it and move on.
- Never underestimate the power of the Internet (and the chance something could go viral).