When I first saw this, I had the idea of writing a post about the downfalls of social media automation and what not to do (don’t get me wrong, I think social media automation should be done in small amounts and to compliment the main focus of your social media activities – human interactions), but my focus changed based on Fast Company’s response.
In less than an hour, Fast Company apologized for the error. In many cases, that’s where they story ends, but not for Fast Company.
Not only did Fast Company own up to their mistake by sending a global tweet apologizing, but they sent personal replies (including to myself). They even sent a direct message to me to apologize again.
When companies make mistakes on social media, it should be realized those affected are individuals and where possible, should apologize accordingly. That being said, it’s unlikely that organizations that have huge fan bases (Fast Company has over 675K Twitter followers) will be able to make the personal apologies, that’s what makes what Fast Company did so amazing.
Remember, when you screw-up globally (which any screw-up on social media is), apologize personally. Your fans will notice and appreciate it.
Thanks Fast Company for owning up, apologizing personally and turning a negative experience into a positive one.