Red Cross’s Twitter gaffe inspires people to donate blood

This is what we call a feel-good story. An errant tweet on the Red Cross Twitter feed didn’t lead to #FAIL mentions on Twitter, but instead a renewed interest in the organization’s blood drives.

Is this the evolution of the social media blunder?

On Tuesday night, someone who works at the Red Cross accidentally tweeted this on the organization’s account: “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer…when we drink we do it right.” That was meant for a personal account.

Red Cross followed up with this tweet: “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.” Well played.

On its blog, the organization said many people in the Twittersphere were sympathetic about the mistake. It even inspired people to donate blood, and Dogfish, the beer mentioned in the errant tweet, is also using its Twitter feed to encourage blood donations.

This is what we call a feel-good story.

Should you find yourself in a similar situation, and you don’t work for the Red Cross, PR pro Becky Johns offers five pieces of advice.


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