Social Media Firestorms of the Week, McDonald’s and Charles Ramsey and US Embassy Cairo Twitter Account

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US Embassy in Cairo Twitter Account: As detailed on the PR Daily website, “It appears the U.S. State Department has a Twitter problem.”
For the second time in six months, the U.S. Embassy in Cairo created diplomatic waves with its Twitter account, and at least one PR professional thinks it’s time for the State Department to review its social media policy.

The most recent incident occurred on Tuesday when Embassy Cairo, as it’s called in diplomatic circles, tweeted a link to a “Daily Show” segment about an Egyptian TV personality—billed as that nation’s Jon Stewart—who had been arrested for criticizing President Mohamed Morsi.

The tweet drew a harsh rebuke from the Twitter account of the Muslim Brotherhood as well as from Morsi’s official Twitter account.

A State Department spokesperson chalked up the incident to mismanagement of the account.
“We’ve had some glitches with the way the Twitter feed has been managed,” Victoria Nuland said at a press briefing.

Nuland acknowledged that Wednesday’s incident was not the first time the embassy in Cairo had blundered on social media.

“Embassy Cairo is looking at how to manage these glitches,” she said. “They came to the conclusion that the decision to tweet it in the first place didn’t accord with post management of the site.”

Her remarks from the briefing appeared on a Foreign Policy magazine blog.

Nuland’s mention of previous incidents is likely a reference to Sept. 11, 2012. When protesters amassed outside the walls of the embassy in Cairo, officials inside the compound tweeted several times to reportedly calm the protesters.



McDonald’s and Charles Ramsey

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From USA Today: McDonald’s has turned to Twitter to say it’s hoping to do what “thousands” of people have urged it to do: a good deed for the McDonald’s-eating hero who helped free the Cleveland kidnap victims.



A tweet — which went out late Tuesday read: “We salute the courage of Ohio kidnap victims & respect their privacy. Way to go Charles Ramsey — we’ll be in touch.”


But already, in a world where almost every social-media action results in social-media reaction, there’s blow-back.


Even more than burgers and fries, perhaps the most important thing that McDonald’s sells is its image. That image became intrinsically linked with hero Charles Ramsey, when he told reporters that he was “eating my McDonald’s” when he saw kidnap victim Amanda Berry trying to get out of the house — and helped her escape.

As of late Wednesday, McDonald’s still hadn’t met with Ramsey. Even as some applaud McDonald’s for reaching out to him, others are condemning the burger kingpin for its tweet. “I call it news-jacking,” says Chris Ann Goddard, president of the PR firm CGPR. “They’re taking advantage of a situation to help their brand.” Do you agree or disagree?  Let us know in the comments below:



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