So, What The Hell Happened? Social media shitshows aren't uncommon, especially for brands, whose finely tuned messaging makes deviations in tone and content that much more obvious. But unlike other companies who've stepped in it on Twitter, @Tinder hasn't deleted any of its tweets -- the first step in the content-crisis playbook. So is Tinder, The Brand standing behind @Tinder, the Twitter Handle? Sort of.
When reached for comment this morning, a Tinder spokesperson told Thrillist the following (emphasis mine):
"[W]e were saddened to see that the article didn’t touch upon the positive experiences that the majority of our users encounter daily. Our intention was to highlight the many statistics and amazing stories that are sometimes left unpublished, and, in doing so, we overreacted."
Well. Yeah. I've asked a follow-up question ("Can you offer any additional statistics on Tinder's users in China or North Korea?") and will update this story if they respond.
How Do Vanity Fair And Sales Feel? I reached out to the author for a comment, and she referred me to the magazine's publicist, who has not responded. If and when the publicist gets back to me, I'll update the story.
What Have We Learned? There's a saying on the internet. The saying is "never tweet." I don't agree with this saying, because I love Twitter and everything it stands for. But I am just a person. I don't have target revenues, or investors, or employees. I am not a #brand, in the traditional sense, so I have different responsibilities online than a company like Tinder might.
Should @Tinder "never tweet"? No. They have a message just like I do (#brands are people, you guys), and they deserve an opportunity to speak it just like I do. But they should probably stick to tweeting that message, instead of getting into spats with journalists and drawing laughs from the whole wide internet world in the process.
Dave Infante is a senior writer for Thrillist and loves the internet so, so much. Follow @dinfontay on Twitter, Instagram, and Facebook.