As part of my Reputation Roadkill presentation at Internet Summit, I specifically warned of the dangers of automating Twitter responses–explaining that they can lead to undesired consequences.
In an effort to thank each fan that helped them reach 1 million followers, the NFL team tweeted a thank you to each new follower. It looked like this:
That’s a lot of fans to thank, so it’s no surprise that they decided to automate the process. Unfortunately, that led to this:
They quickly apologized.
Whether it’s auto-following, auto-DMing, or, as in this case, auto replying, be very careful how you use automation with your Twitter account. It could lead to a yellow flag on your reputation.