Twitter lawsuit highlights the importance of accuracy in social media marketing

The social media savvy cannot have failed to notice the recent fracas in the United States over a Twitter post which has resulted in a $50,000 (£30,000) defamation lawsuit. The trouble started when Amanda Bonnen of Chicago, Illinois, posted a comment on the micro-blogging site about a mould problem which her landlord had supposedly not rectified in her rented apartment.

The post, which read, “Who said sleeping in a mouldy apartment was bad for you? Horizon Realty thinks it's okay” prompted apartment landlord Horizon Group Management to launch an immediate lawsuit for defamation.

In a statement to the Chicago Sun Times on behalf of Horizon Management Group, company spokesperson Jeffrey Michael said, “The statements are obviously false, and it's our intention to prove that," He added, “We're a sue first, ask questions later kind of an organisation."

Ms Bonnen has subsequently quit the Chicago apartment and her Twitter profile has been deleted. She has thus far declined to comment on the case.

Whilst the lawsuit itself has undoubtedly created far more bad press for Horizon Management Group that the initial Twitter post did (which was originally only seen by Ms Bonnen’s twenty followers at the time of posting), the incident does serve to highlight the importance of complete accuracy when utilising social media outlets for marketing and publicity purposes.  

Head of Marketing for London digital agency, Cyber-Duck, Matt Gibson notes, “The worst thing you can do to an online marketing client is get your facts wrong. Social media marketing has such far-reaching implications - every interaction has a snowball effect – that it doesn’t take much to seriously and, in some cases, irrevocably damage a client’s business and reputation. Knowing when to talk and when not to talk is key - make sure you know what your client would like to keep confidential and then keep it confidential! What can seem like a short and harmless post or comment could, in fact, completely misrepresent a client’s business ethos or services which could result in lost revenue or the alienation of the company’s existing customer base.”  

It is also important to consider whether any of the marketing material you intend to publicly distribute online could be construed in the minds of right thinking people as defamatory.

Matt adds, “While you’re ensuring that nothing you make publicly available online defames your client, you need to also make sure that you’re not defaming the client’s competitors or anyone else for that matter. Mistakes like this will reflect incredibly badly on your client who will not be very happy with you and is unlikely to ever use your marketing services again. The client could potentially be in a position to sue you for loss of earnings. Ultimately, getting it wrong could be just as bad for you as for the client so take the time to check your work and do not get sloppy.”

Whilst free speech is promoted on social media sites and portals such as Twitter, Ms Bonnen’s case serves to prove that it is still possible to land yourself in very hot water based on what you post online, whether it is considered to be real publishing or not.

The Horizon Management Group vs. Bonnen lawsuit continues...