Going out in style

In what could be an homage to the brand’s latest men’s fragrance, the Marc Jacobs intern has decided to go out with a BANG!

After rounding out a normal day of tweeting with posts about Rachel Zoe’s new baby and a blessing, the Marc Jacobs intern went rogue. In a series of 4 tweets (thus far), the intern identified him/herself and disparaged the brand.

Series of 4 disastrous tweets from the @MarcJacobsIntl account early Friday morning.

More than half an hour after the tweets were posted, the brand has yet to remove the messages or comment officially. [UPDATE: at 3:40 a.m. EST, I received a message from @sotonrich that all of the rogue tweets had been deleted. As of 9:00 a.m. EST, the brand still has yet to comment.]

If the intern’s motive was to ensure the brand would be waking up to a social media crisis, they may have succeeded. With over 113,000 followers, the account certainly has a large reach and is known for interacting with its audience. Most recently, the brand launched the search for its new social media co-ordinator through Twitter.

While Twitter faux-pas and errors are not uncommon, this is the first large-scale sinister takeover of an account I can think of.

Most troubling is that these rogue tweets are coming from an intern. It is reminiscent of the Nestle Facebook crisis, where an intern responded in an off-message way to Facebook users, causing many to question the brand’s social media efficacy.

This will no doubt open a whole new can of worms about who should be manning a brand’s social media. Social media access gives a disgruntled employee or intern license to disparage a brand’s reputation and wreak havoc on quite a large platform. How, then, can a company prevent such a crisis? It’s hard to say.

Watch and learn, friends. This is a real-time social media crisis. It will be very interesting to see if, when and how Marc Jacobs decides to respond.

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  • Katryna

    To be fair I think it’s kind of funny. Too many companies are taking advantage of interns these days especially in the creative fields, a lot of them need to wake up and realize that interns are there to learn, not to be slaves.

    • Anonymous

      Oh, it’s definitely funny. It also wasn’t as bad as it could have been – it’s not like the intern went and sent messages to key stakeholders, attacked fans, etc.

      But, at the same time, it begs the question about who should be responsible for social media. As a soon-to-be intern, I would love the chance to have a crack at social media, but incidences like this make it more and more unlikely that we’ll be trusted with it (even at a post-intern junior level).

  • Katryna

    To be fair I think it’s kind of funny. Too many companies are taking advantage of interns these days especially in the creative fields, a lot of them need to wake up and realize that interns are there to learn, not to be slaves.

    • Anonymous

      Oh, it’s definitely funny. It also wasn’t as bad as it could have been – it’s not like the intern went and sent messages to key stakeholders, attacked fans, etc.

      But, at the same time, it begs the question about who should be responsible for social media. As a soon-to-be intern, I would love the chance to have a crack at social media, but incidences like this make it more and more unlikely that we’ll be trusted with it (even at a post-intern junior level).