Sad thing is, both MLB and BJ Upton were completely aware of this fake Twitter handle - they just chose to ignore it. That is until this person with just a wee too much time on their hands started dropping the F bomb to me and his 1,200 followers.
Being the resourceful gal that I am, I was able to get ahold of the President of the Tampa Bay Rays along with several other senior level officials at MLB. By noon the next day, BJ's "people" had contacted me to apologize and well, long story short, I was able to get the fake BJ Upton Twitter account closed and the "real" BJ Upton now tweets.
Did I mention this was on Christmas Day? Ugh. Not a fun day.
Anyway...why is this important? BJ Upton is not only a person but also a brand. The same as Chef Boyardee, Tony the Tiger, Jolly Green Giant, Target, Mercedes, and even the once illustrious Tiger Woods. And it only takes one rogue tweet to tarnish a multi-million dollar brand and all the corporate sponsorships that go along with it.
So it's completely mind-boggling to me to read today's AdAge article how many marketers are making a conscious decision to keep their brand mascots not only voiceless in social media, but to also refuse to even secure their brand names.
This is most concerning in the case of @TheChefBoyardee as pretty much every other tweet is an F bomb. Not really a good message to be sending for a kid friendly family oriented brand.
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