When you retweet someone, are you endorsing that sentiment, or simply relaying a message without any value judgment attached?
For almost the entirety of Twitter’s life as a social media hub, professionals—including PR pros and reporters—have claimed that retweets are the latter. “Retweets do not equal endorsements” has become boilerplate language in many public profiles.
Saying something doesn’t automatically mean it’s true, though. In a memo to employees this week, National Public Radio challenged the widespread assertion that retweets don’t tacitly include endorsements. Here are the final two paragraphs of the memo from NPR’s senior editor for standards and practices, Mark Memmott, which was posted in full on Jim Romenesko’s site:
For almost the entirety of Twitter’s life as a social media hub, professionals—including PR pros and reporters—have claimed that retweets are the latter. “Retweets do not equal endorsements” has become boilerplate language in many public profiles.
Saying something doesn’t automatically mean it’s true, though. In a memo to employees this week, National Public Radio challenged the widespread assertion that retweets don’t tacitly include endorsements. Here are the final two paragraphs of the memo from NPR’s senior editor for standards and practices, Mark Memmott, which was posted in full on Jim Romenesko’s site:
Also, despite what many say, retweets should be viewed AS endorsements. Again, from the handbook:
“Tweet and retweet as if what you’re saying or passing along is information that you would put on the air or in a ‘traditional’ NPR.org news story. If it needs context, attribution, clarification or ‘knocking down,’ provide it.”
NPR’s memo also dismisses the broad claim that tweets don’t reflect the views of one’s employer, another standard disclaimer in Twitter profiles. Memmott states, “even if what we’re doing is personal and not identified as coming from someone at NPR, we understand that what we say and do could still reflect on NPR.”
The memo was apparently a response to this tweet from lead education blogger Anya Kamenetz, which appeared on an official-looking account with NPR in the name:
The memo was apparently a response to this tweet from lead education blogger Anya Kamenetz, which appeared on an official-looking account with NPR in the name:
I reach out to diverse sources on deadline. Only the white guys get back to me :(
Kamenetz later apologized and said the tweet shouldn’t reflect on NPR. Memmott seems to believe that’s impossible.
What do you think, PR Daily readers? Do tweets, even from personal accounts, reflect on employers? Do retweets equal endorsements? What’s your organization’s policy?
What do you think, PR Daily readers? Do tweets, even from personal accounts, reflect on employers? Do retweets equal endorsements? What’s your organization’s policy?
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