As in all things in life, make sure when you open your mouth, something worthwhile exits it.
A certain Vice President of Ketchum Interactive did not heed that advice. And he did so using a service we all have come to love and cherish for it’s “reach.” That’s Twitter, of course.
It just so happens this Vice President, one James Andrews, was flying in to the world headquarters of one of his Agency’s largest clients, FedEx, for a department wide (150+ people) presentation. The place is Memphis, Tennessee. Apparently, Mr. Andrews found the chosen home of this $36 billion dollar a year company, not quite up to his standards.
Maybe he should have been more compassionate towards the people and geography of his client, maybe he should have kept his mouth shut.
He wasn’t and he didn’t.
This is what he said on Twitter:
True confession but I’m in one of those towns where I scratch my head and say “I would die f I had to live here! [sic]
Keep in mind the timing on this. He just got off the plane. He was on his way to *give* a presentation at his client’s world headquarters.
You can already see how this plays out. Guess who was following him on Twitter?
Peter Shankman’s blog has the full email response from a, rightfully, miffed FedEx employee. The response was copied to a whole bunch of people way more important than Mr. Andrews, including, FedEx Coporate Vice President, Vice President, Directors and all management of FedEx’s communication department, not to mention, key people at the agency… directly before his presentation to those very same people.
Mr. Andrews,
If I interpret your post correctly, these are your comments about Memphis a few hours after arriving in the global headquarters city of one of your key and lucrative clients, and the home of arguably one of the most important entrepreneurs in the history of business, FedEx founder Fred Smith.
Many of my peers and I feel this is inappropriate. We do not know the total millions of dollars FedEx Corporation pays Ketchum annually for the valuable and important work your company does for us around the globe. We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position as a vice president at a major global player in your industry. A hazard of social networking is people will read what you write.
Click here for the must-read, full post. The last paragraph is my favorite.
Lessoned learned, life moves on.
UPDATE (9/22): You can find James Andrews’ response here:
http://www.thekeyinfluencer.com/channel/2009/01/16/twittersituation
About the author
Scott Garretson -
Except that the lesson runs deeper. There’s more.
Mr. Andrews comment was actually made in response to a racial incident he experienced outside of the city. His comment had nothing whatever to do with FedEx or Memphis.
I think people bashed by racists have the right to express themselves – and should call it out so that it isn’t tolerated.
I’ve updated the post to include Mr. Andrews’ response.
That very well may be true or it may just be him trying to cover his hind parts. I’ll give him the benefit of doubt and, certainly, my sympathy there. I fully agree, people have a right to express themselves and expose intolerance and evil.
Unfortunately, there is a huge mistake here.
You need to watch what you say when dealing with your client and on the job. In all forms. I’m sure that his 140 characters or less comment, even being misunderstood, turned his presentation into a waste of time and strained a huge relationship, at least for a moment.
Think about what would have happened if he had twittered towards specifics of the event. He would have been welcomed with consoling arms and apologies instead of animosity and spite.