Brands should simply never tweet. Companies are desperate to go viral and to be thought of as our friends, and it almost never works out. Fall Guys had the world (or at least Twitter, which feels like the whole world) in their hands for a time last year, but quickly faded into obscurity. Wendy’s is able to consistently earn itself good press through spicy tweets, but for the most part, when brands try to tweet relatable things, the chances that anyone will be impressed is extremely low, while the likelihood of being dunked on hard is extremely high. Last week, EA learned this lesson the hard way, but it’s pretty embarrassing how much we all cared about the aftermath.
