As more and more companies embrace and use social media it is inevitable that the list of **ck ups will grow and grow but this one is a corker from Vodafone (thanks to econsultancy) - in short is appears that a rogue Twiterers in VUK posted a homophobic tweet to their (atthe time) 8,500 followers - the reaction was swift and decisive all of which is detailed in the post - what I think is most interesting is that Vodafone have replied publicly to the post (see Dan Bowsher 8th response down) where he concludes "We’re committed to Twitter as a channel for delivering customer support and are always looking for ways in which to enhance our online support services. We’ll take onboard the experience of last week and we will absolutely use it to fine tune our approach moving forward"

Whilst I applaud Vodafone for embracing social media and indeed using Twitter as an effective customer service tool it appears that they have fogotten the point of the service - obviously everyone understands that these things happen but if they had come out with complete transparency indicating what had actually happened, apologised in a unreserved but human manner they could have easily moved on and killed the story ....instead it rolls on - it will be interesting to see what happens next - maybe they should ask Vernon Kaye to host the service for the day !