This post is courtesy of Rob Manker and originally appeared on Chicago Tribune.
February 19, 2013
You can add Burger King to the list of companies getting a crash course this month in the booms and busts of corporate social media.
First, Oreo was praised for its quick-thinking "You can still dunk in the dark" tweet during the Super Bowl blackout. Then last week, Poland Spring was criticized for being too slow to capitalize on Sen. Marco Rubio's consumption of its water during his GOP response to the president's State of the Union address.
Over the weekend, Deerfield-based Beam Inc. reversed course on its decision to reduce the alcohol content of its Maker's Mark bourbon after a social media-fueled backlash.
Monday, it was the hacking of Burger King's Twitter account that put it in the spotlight — and not in a good way. Someone changed the @BurgerKing feed to look like that of McDonald's, substituting the McDonald's logo in place of Burger King's. The hackers sent several vulgar tweets, posted outrageous claims about company employees and practices and even linked to a video by controversial Chicago rapper Chief Keef.
The hacked feed was live for more than an hour before Twitter shut it down at Burger King's request.
"We have worked directly with administrators to suspend the account until we are able to re-establish our legitimate site and authentic postings," Burger King said in a statement Monday afternoon. "We apologize to our fans and followers who have been receiving erroneous tweets about other members of our industry and additional inappropriate topics."
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