Fallston Group

Building Strengthening & Defending reputations

Tweeting: A Costly Game if Not Well Thought-Out


One of the ongoing dangers of social media is the spontaneity with which people distribute their random thoughts, emotion and message. We have seen a number of brands negatively impacted recently by the “quick trigger” of wanting to be heard. After the failings of Kenneth Cole when he tweeted about his spring collection and Cairo, there is now yet another example of an athlete losing a lucrative endorsement deal because he spoke his mind without thinking. The Pittsburgh Associated Press reported the following earlier this week:


“PITTSBURGH (AP) The Champion sports apparel company has ended its endorsement deal with Pittsburgh Steelers running back Rashard Mendenhall over Twitter remarks the player made criticizing people for celebrating the death of Osama bin Laden.


The Pittsburgh Tribune-Review reported Friday that Champion “strongly disagreed” with the tweets and ended a new four-year contract the player recently signed. Mendenhall has endorsed the company’s products since entering the league in 2008.


Mendenhall on Monday questioned the public celebrations of bin Laden’s death, and whether the World Trade Center towers were really brought down on Sept. 11, 2001, only by crashing two hijacked airliners into the buildings.


Mendenhall has since clarified his remarks by saying Americans were insulted when some people celebrated the terrorist attacks masterminded by bin Laden, and that others might view Americans celebrating bin Laden’s death the same way.”

Let this yet serve as another lesson to everyone…think before you Tweet!

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