Tweet in Pique

Tweet in Pique
  • Nadine Dereza
  • 0 Comment
  • No tags

Twitter, Facebook, Instagram, Vine, Google+ (if that’s still a thing)… The beauty of social networking is that your message can be up online for all to see at a speed impeded only by your typing speed. The downside is that once published, it will leave a fossil record of your moods for as long as an electron can pass through a hard drive. You can delete Tweets, but the higher profile you are, and the more controversial your statement, the more likely it is that someone will screen grab your faux pas and RT it before you can say ‘Whoops.’

Now there’s WiFi on the London underground, the cooling-off period that the tube journey used to provide has been shrunk down to the distance between two stations. Plenty of people look back over their timeline through their fingers. Permanence and speed aren’t happy bedfellows, and a Tweet in pique may come back to haunt you: by the quickness of your thumbs, something embarrassing this way comes.

Euan Sutherland, until very recently a boss at the Co-Operative Bank, took to Facebook to deliver a clear personal statement after information about his salary was leaked to a Sunday newspaper. You can empathise with someone wanting to unambiguously give their version of events whilst they feel surrounded by plotters, but the statement itself has been reported, mediated, and spun.

The lesson here isn’t so much that Mr Sutherland shouldn’t have taken to Facebook, but that the unvarnished ‘truth’ (so far as he sees it) has become the story, transformed into a headline, and (surprise) opinions are formed by the big bold words, not the small, considered ones.

Businesses love social networks, as they enable them to reach customers directly. Individuals love social networks, as they enable them to reach their friends directly. But when individuals move into the area of making statements about their businesses, we enter the familiar territory of mixing work with leisure.

It remains to be seen how this will trend in the future: will high profile individuals further embrace the media that connect them directly with the public? Or will they retreat behind a shield of PR and cautiously-worded press releases? Will the public trust an unpalatable message honestly delivered? Or will they prefer a varnished truth? Twitter, especially for celebrities, seems to be a parade ground for contrition as much as opinion – but does a Twitter apology ‘matter’?

Selected clients

We use cookies on this website More information, please

We use cookies to ensure that we give you the best experience on this website. If you continue without changing your settings, we'll assume that you are happy to receive all cookies on the Nadine Dereza website. Just click accept to continue as normal, or read on and we'll tell you more.

A cookie is a small file which asks permission to be placed on your computer's hard drive. Once you agree, the file is added and the cookie helps analyse web traffic or lets you know when you visit a particular site. Cookies allow web applications to respond to you as an individual. The web application can tailor its operations to your needs, likes and dislikes by gathering and remembering information about your preferences.

We use traffic log cookies to identify which pages are being used. This helps us analyse data about webpage traffic and improve our website in order to tailor it to customer needs. We only use this information for statistical analysis purposes and then the data is removed from the system.

Overall, cookies help us provide you with a better website by enabling us to monitor which pages you find useful and which you do not. A cookie in no way gives us access to your computer or any information about you, other than the data you choose to share with us.

You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.