When—if ever—should a brand outsource tweets?

Outsourcing your tweets could lead to mistakes, embarrassment and confusion. But sometimes a brand doesn’t have anyone to do the job. Here are your options.

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Should you outsource your tweets? No.

But I recognize there is enormous pressure to do so. It’s a reality of a busy life, isn’t it? We just want somebody to do it for us.

Let’s look at the risk of outsourcing tweets, as I recounted in “The Tao of Twitter.” I have a friend who built a Twitter relationship with a business executive she admired. They tweeted back and forth a few times, and he provided some helpful career advice.

When they finally had a chance to meet at a networking event, she introduced herself and he met her with a puzzled stare. He had never heard of her before, and sheepishly explained his PR agency tweeted for him. Obviously his reputation was ruined for this young woman, and for all those she talked to about the incident.

In a well-publicized snafu, a PR agency rep who tweeted on behalf of Chrysler sent out this tweet: “I find it ironic that Detroit is known as the #motorcity when no one here knows how to f**cking drive.”

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