7 lessons from RIM's Twitter meltdown

10/11/2011 | Social Media Today

RIM's social media team was caught flatfooted by a BlackBerry outage in Europe, and failed to notice that irate Twitter users had turned #Blackberry into a trending topic. That holds important lessons on the need for real-time monitoring and well-managed internal communications, writes David Amerland. "If you want your social marketing to be part of your corporate outreach program you'd better ... make sure that those responsible for it are kept in the loop," he writes.

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