How Far is Too Far on Twitter? Torrenzano advises companies -- and sports teams -- to be clear on their values -- and predetermine what you can and should not say -- to avoid problematic social media missteps - Seattle Times

Both the Sounders and rival Portland Timbers last week took a Twitter beef beyond the usual “crap” often posted.

And they demonstrated that the lines between “edgy” and “poor taste” remain blurred when it comes to social media. Employees running team accounts often walk a tightrope between an anything-goes Twitter mindset and the corporate attitudes of older bosses growing ever more aware of how online branding represents their team...

...Richard Torrenzano, author of the best-selling book “Digital Assassination: Protecting Your Reputation, Brand or Business Against Online Attacks” says older team executives often lack familiarity with Twitter and don’t adequately instruct employees about upholding company values.

He referenced a line in his book that states: “Age needs to appreciate technology with greater skill, while youth needs to appreciate technology with greater wisdom.’’

Torrenzano says business values haven’t changed. But anyone can now instantly see values “mistakes” on Twitter with no way to erase it.

“People tend to write things out on their computer blogs or iPhones and not think,’’ he said. “They don’t think about the dimensions of what they’re saying or the repercussions.

“And people are going to make mistakes,’’ Torrenzano added. “Where possible, they should be reprimanded. But at the same time, you can’t just fire people and not give them parameters and training, especially if they’re social media directors. They need to know what they can say and can’t say. Where they can go and can’t go.’’

Continue reading: Funny or gross? Sounders, Timbers rivalry spills over onto Twitter