But all it takes is an email address to open a Twitter account. Someone posing as a company spokesperson could post misleading information and hurt a company’s brand, Rubel said.
This happened with oil giant ExxonMobil. Someone calling herself “Janet” started posting on Twitter under the account name “ExxonMobilCorp”. While this squatter’s posts defended the company, she was not sanctioned by it.
When someone asked her about the 1989 Exxon Valdez spill, she replied that the disaster didn’t rank among the top 10 oil spills.
Shel Holtz, a respected blogger on corporate communications noted, “Clearly, Janet has had no communication training, since that response would provoke anger and hostility.”
Exxon Mobil has since usurped the Twitter account, which now sits inactive.
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