Social Media Smack-down: If You Can't Tweet 'Em, Join 'Em

Spotted an interesting story on Mobile Industry Review. Short version is that a Ketchum exec, who was headed to Fedex in Memphis to do social media training, posted a Tweet on what a pit Memphis is. Alas, several of his Memphis-based Fedex clients spotted the Tweet and started firing off messages about what a jerk the Ketchum exec was for saying such a thing, especially since Fedex is a huge Ketchum client.  (And, they cc'd the Fedex brass and several external contacts.)

The conventional wisdom is that the Ketchum exec, if he keeps his job, should spend the next few months doing pro bono PR for Memphis charities, wearing Memphis Grizzlies team apparel everywhere, and writing haiku for Ketchum's new website dedicated to the beauties of Memphis.  Meanwhile, Ketchum senior management should swarm Memphis, wining and dining their Fedex clients in a desperate attempt at damage control.

But, here’s the twist: At least one commentator has rallied to the Ketchum guy's support, noting that the Fedexers were “inappropriate” in responding to his Tweet with long (letter-length) responses and bashing him for offering an opinion in an opinion-based medium. In fact, although several people noted that the Ketchum exec is probably a moron for trashing his client’s HQ city, the only action that online observers criticized was his attempt to “backpedal” his original opinion.

Now, messages are flying around the tech blogosphere about how Fedex employees “don’t get” social media. Which, ironically, could mean that Ketchum’s social media trainer may be spending a lot more time in Memphis.

One more thing worth noting: This whole drama unfolded in minutes -- online port-mortem started less than 24 hours after the initial Tweet.