Social media can be a powerful tool by which you can invite your community to engage with you and your brand. It should be noted, though, that there are no guarantees in terms of where communications may be headed. In some cases, it can turn out to be a complete PR disaster such as with the Twitter chat with hashtag #AskJameis on Twitter with Jameis Winston, Florida State University's quarterback with a controversial past which resulted in numerous critical tweets, many with a rather morbid “humorous” twist.
As I have not personally followed the past of Mr. Winston, I am not going to comment upon the specifics of his past and whether he deserves this criticism or not. Instead, I will focus on what organizations can do to avoid facing a backlash from their social media initiatives such as on Twitter like Florida State did. These kinds of reactions, also known as “Twitterjacking,” can happen to not only sports franchises but also to big global brands such as McDonald's which experienced a major backlash in 2012 to to their invitation to state their own #McDStories on Twitter.