PRSA Nebraska Ethics Minute, August 2014 – Twitter Is No Place For An Argument

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Actor Jason Biggs – best known for roles in American Pie and Orange Is the New Black (also the voice of Leonardo in Teenage Mutant Ninja Turtles) demonstrated an important lesson recently on Twitter.

After a jet was reported down in the Ukraine in mid-July, he tweeted: “Anyone wanna buy my Malaysian Airlines frequent flier miles?”

(http://www.tmz.com/2014/07/17/jason-biggs-malaysian-crash-airline-shoot-down-missle-tweet/)

Obviously, this was no time for a bad joke re-tweeted nearly 500 times, and his Twitter followers told him in explicit terms. Beyond the profanity, one responded with this question: “You’d laugh if your kids died in a plane crash?”

Biggs compounded the problem by calling people “losers” for being angry, and then matched their profanity. In a final part of his public relations nightmare, Biggs wrote: “You don’t have to think it’s funny, or even be on my twitter page at all.”

Hours later, as news reported that the plane had been shot down, Biggs finally apologized in four tweets:

“1). Hey all- ok, so- I am deleting my previous tweets. People were offended, and that was not my intent. Sorry to those of you that were”

“2). This is obviously a horrible tragedy, and everyone-including myself- is sad and angry about it. Sending positive thoughts to the”

“3). victims and their families. P.S. No one is making me send these tweets- I simply understand that my comments might have come off”

“4). as insensitive and ill-timed. For that, I apologize.” (https://twitter.com/JasonBiggs)

The apology was re-tweeted more than 150 times, and was favored  about the same number as the original tweet. Biggs has had a low profile ever since, with only two more tweets in July. It’s a far cry from his more than 5,000 previous tweets to more than 467,000 followers.

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