@MassGov: Serious uproar in 140 characters


Sometimes, 140 characters don’t provide adequate space for a thoughtful public policy discussion. That’s what someone behind the Massachusetts government’s official Twitter account learned on Wednesday night, after sending out a tweet with a misguided five-word message: “Sexual assault is always avoidable.”

The tweet, from @MassGov, was intended to publicize Sexual Assault Awareness Month; it contained a link to a blog post with detailed information about sexual assault and healthy relationships. But when it hit the Internet, it created the image of a tone-deaf state government that was incompetent with its online tools and implicitly blamed victims for their own misfortune.

The backlash was swift; the tweet was removed; Governor Patrick called the episode “a dumb mistake.” To his credit, Geoffrey Kula, the director of Mass.gov, apologized for the tweet, and emphasized that his employees need to follow protocols — and submit to editorial review — when they post on social media. That’s probably true, though common sense would also serve his staff well. Social media messaging is casual by nature, but a posting that’s poorly thought out can have huge public relations consequences. It’s worth noting, too, that Kula used four tweets and a blog post for his apology message. Those extra words can be exceedingly useful.

Loading comments...
Real journalists. Real journalism. Subscribe to The Boston Globe today.
You're reading  1 of 5 free articles.
Get UNLIMITED access for only 99¢ per week Subscribe Now >
You're reading1 of 5 free articles.Keep scrolling to see more articles recomended for you Subscribe now
We hope you've enjoyed your 5 free articles.
Continue reading by subscribing to Globe.com for just 99¢.
 Already a member? Log in Home
Subscriber Log In

We hope you've enjoyed your 5 free articles'

Stay informed with unlimited access to Boston’s trusted news source.

  • High-quality journalism from the region’s largest newsroom
  • Convenient access across all of your devices
  • Today’s Headlines daily newsletter
  • Subscriber-only access to exclusive offers, events, contests, eBooks, and more
  • Less than 25¢ a week
Marketing image of BostonGlobe.com
Marketing image of BostonGlobe.com