HMV to return to marketing after Twitter storm

HMV is to return to marketing using social media and traditional channels this week for the first time since falling into administration in a bid to reassure customers it is still in business, a move that follows the deletion of unauthorised tweets documenting redundancies.

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Former social media planner Poppy Rose Cleere took to Twitter yesterday (31 January) to vent staff frustration over job cuts. Soon after the tweets were posted they were deleted, however.

Since being put into administration two weeks ago, Deloitte has taken control of running all aspects of the business and all social media activity on Twitter and Facebook was frozen.

A source close to the matter claims if the business’s management team would have been in charge of social media content, the firm would have engaged in the social conversation around the tweets rather than delete them.

HMV is likely to return to social media later this week in a “considerate and understanding way”, the source says but wants to avoid “diving back in” because the limited amount of information the brand is allowed to reveal by administrators is likely to “inflame” rather than help the situation.

Normal marketing activity is expected to get back on track next week with a Valentine’s Day campaign in stores and windows.

It is not known how many brand and digital marketers remain at HMV but the team is thought to be “significantly” smaller, the source adds. Those remaining will take on additional responsibilities and focus on “repairing and protecting” the brand after its reputation was hit by the Twitter storm and the administration process.

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