What PR pros can learn from Southern Rail UK’s Twitter misstep

The organization didn’t expect to get peppered with silly social media questions, but its 15-year-old intern took them like a pro, earning the transportation organization positive press.

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In those cases, it’s often best to take a page from Southern Rail UK’s playbook and just roll with it.

The organization came up with a fun idea that many others have tried: Hand over control of its official, branded social media accounts to an intern. Here’s how it started:

Hi, Eddie here! Here on Work Experience and ready to answer your questions! 😊

— Southern (@SouthernRailUK) July 11, 2017

It seems straightforward enough: Fifteen-year-old Eddie the intern was ready to take the internet’s questions. Surely Twitter users took this seriously and peppered him with mature, well-thought-out questions befitting the situation.

Not quite.

It wasn’t long before users started having fun with it, leaving Eddie to answer questions that had nothing to do with transportation.

Some inquired about cuisine choices:

Eddie, question…

Shall I have chicken fajitas tonight or chicken thai green curry? #AskEddie

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