Managing Social Media: Responding to Critics on Twitter

Abstract

Ten minutes before Montague walked in his office at 9:30 this morning, popular sports blog Kissing Shelly Kohler already had 275,000 views on their Flanders’ Twitter story. The Buckhorns media and public relations office had been deluged with requests for comment. Massaging his temples with his left hand in defeated acknowledgement of the growing PR nightmare, Swanson had much to weigh on his mind in whatever decision he would make: a star player in the midst of a poor season, a hyper-attentive fanbase on social media, and a team ready for a title. Swanson dialed his intercom, “Hey Julie, I need Flo in my office yesterday. We have to have a conversation about this.”