No company policy should condone the use of Twitter as a place for spin.
Spin – where one thing is said to mask something else – is the language of deceit. It involves cover-up and falsehood if not out and out lies. On Twitter, it’s very, very easy for spin to be used as a day-to-day tool.
Spin is not commercially efficient or effective in the long run. Company Policy should specifically and explicitly prohibit it. Especially on Twitter.
So here’s why PR people should not tweet: the Press Release and the PR Stunt are the stock in trade of the PR profession. Both widely derided by consumers, media and society as a whole, as the tools of spin. So the people who produce these materials, who think in the way required to create those materials, are often not the right people to Tweet on behalf of a Corporation.
The worst example is the anonymous, cheery tweet, written in the first-person voice, pretending to be “from the Company” but with no clue of the provenance or author. It should be banned.
Twitter is a place where the extremes of trivia and truth thrive. Trivia (fun, entertainment, carefree abandon, humour – some abuse – entertainment, chatter, discourse, titilation, interest etc etc etc) and Truth (real opinions, unfiltered information, breaking news, honest and unique insight, new knowledge). Companies should merrily join in both Trivia and Truth, but should ruthlessly eliminate that nasty middle ground of spin.
The Right Way: (the honest and open Twitter bios say “Katie Colbourne for Volume…” and “Thoughts and updates from Kirsti in the public events team…”):
The Wrong Way: (two mistakes here: the content is lamentably immature – and rightly derided by the Twitter community - and the author is unknown, hiding behind the anonymity of the brand)









