Is Angelina College's Twitter Account A PR Nightmare?

Angelina College's Twitter Account: A Case Study in Social Media Crisis Management

Introduction

In the wake of a highly publicized Twitter debacle, Angelina College found itself at the center of a PR nightmare. The college's official Twitter account, managed by student employees, posted a series of inflammatory and inappropriate tweets that sparked widespread outrage and condemnation. This essay will critically examine the complexities of this social media crisis, exploring the factors that contributed to its development, the various responses by the college and its stakeholders, and the broader implications of this case for organizations using social media.

A Timeline of Events

The college initially responded by deleting the tweets and issuing a public apology. However, this response was deemed insufficient by many, and the backlash continued. The college then announced that it would be suspending the student employees responsible for managing the Twitter account and launching an investigation into the incident.

The investigation revealed that the tweets had been posted by a single student employee who was not trained in social media management. The college took disciplinary action against the employee and implemented new social media policies and procedures.

Factors Contributing to the Crisis

Several factors contributed to the development of Angelina College's Twitter crisis:

Responses to the Crisis

Angelina College's response to the Twitter crisis was initially inadequate, but it eventually took steps to address the concerns raised by its stakeholders:

Broader Implications

The Angelina College Twitter crisis has implications for organizations of all sizes that use social media:

Conclusion

Angelina College's Twitter crisis was a case study in how a lack of social media oversight and training can lead to a public relations nightmare. The college's initial response was inadequate, but it eventually took steps to address the concerns raised by its stakeholders. This case highlights the importance of having clear social media policies and procedures in place, providing adequate training to employees who manage social media accounts, and having systems in place to monitor social media content. By taking these steps, organizations can help mitigate the risks of a social media crisis.