Anatomy of a Twitterstorm
What happens when someone tweets a picture of a vile sexist card aimed at 13 year old girls that might have something to do with Hallmark? And what happens when it turns out it doesn't?
- The story starts at 1pm when @CheesyHel tweets a picture of the card and copies writer and blogger @LynnCSchreiber in:
Look at this shockingly awful card I found today for a 13 year old! @LynnCSchreiber http://pic.twitter.com/lPLBTHk8
Why Do We Need Jump! Mag?You girls will be able to buy your own diamonds and rubies if you want them. You won't have to rely on a boyfriend, or hope that your 'bo...- At 2.48pm the story is picked up by @EverydaySexism:
- Think this might be the worst thing we've ever been sent. http://pic.twitter.com/yRKlMkVx #everydaysexism via @Cheesyhel
- That got 294 straight retweets (many, many more if you include retweets with added comment)
- At 15.26, writer @brainmage tweets that the maker Arnold Barton seems to be a part of Hallmark, and he asks @HallmarkPR if they want to comment:
@LynnCSchreiber @Cheesyhel They look like they're a division/off-shoot of Hallmark: duedil.com/company/002879…- NB:These guys http://pic.twitter.com/lwRHWtpL cdrex.com/arnold-barton-… look like they're no longer trading,but are part of @HallmarkPR. Comments, Hallmark?
- @HallmarkPR is the global HQ in Kansas City. They reply quickly saying "that company is not part of Hallmark" (later deleted):
Twitter Trackbacks for @brainmage No, that company is not a part of Hallmark. -jt [twitter.com] on Topsy.com@brainmage No, that company is not a part of Hallmark. -jt- @brainmage points out that seems unlikely:
- '@HallmarkPR They seem to be registered to your address however - worth checking out? company-check.co.uk/company/002879…
ARNOLD BARTON CARDS LIMITEDCompany check on ARNOLD BARTON CARDS LIMITED. Companies House. Free financial data. 00287958- They then delete their first response and say they're looking into it:
- @brainmage We are trying to connect with people @hallmarkUK to confirm. Sorry for the confusion! -jt
- Hallmark then goes quiet until 18.32 when @HallmarkUK put out a statement on Twitter.
- Meanwhile at 15.44 the story is picked up by Guardian writer @salihughes:
I actually can't effin believe this. (via @louisejones_x) http://pic.twitter.com/IR4M2vFP- That got 896 straight RTs (at time of writing - it's still being RT'd now).
@CaitlinMoran RTs to her 333k followers.
@IndiaKnight RTs to her 82k followers.
Then there are the RTs with comment. One of them at 16.02 is from US singer @amandapalmer (748k followers; 59 straight RTs): - hey @everydaysexism, here's a classic!!!! RT @salihughes I actually can't effin believe this. (via @louisejones_x) http://pic.twitter.com/wvqapvLk
- At 16.29 someone sends the pic to @glinner, who RTs the original tweet by @cheesyhel to his 246k followers (474 straight RTs).
Did you find this story interesting? like or comment as 7 already did!
Liked!
nilsinela borayThis is a strong piece - thanks. It does illustrate the wisdom of just holding fire a little while until you've checked out the truth.2012-12-10T10:27:27.904Z
John MarshallI think you have to accept what Twitter is, and also what it is not. It is a place where people express their immediate response to things.... it is not a court...more2012-12-08T11:48:13.732Z
M.K. HajdinWith only a few hundred followers, I suppose I'm not important enough to be included in this story or considered a source. Yet I saw both the complaints and...more2012-12-08T11:16:03.154Z
HallmarkUKHi Anya. This is a great way of Storifying the events! The card was actually produced by a company called Arnold Barton before it became part of our subsidiary...more2012-12-08T10:46:16.374Z
- nilsinela borayThis is a strong piece - thanks. It does illustrate the wisdom of just holding fire a little while until you've checked out the truth.2012-12-10T10:27:27.904Z
- John MarshallI think you have to accept what Twitter is, and also what it is not. It is a place where people express their immediate response to things.... it is not a court...I think you have to accept what Twitter is, and also what it is not. It is a place where people express their immediate response to things.... it is not a court of law. People were quite justified in expressing their outrage at the sentiment expressed on that card; it was vile. However, credit must be given to Hallmark for their speedy response to the situation, and subsequent revelations have shown them to be quite blameless. Nevertheless it's natural that no one could have guessed that the card was retail stock that was 15 years old - and they were quite right to challenge Hallmark.more2012-12-08T11:48:13.732Z
- M.K. HajdinWith only a few hundred followers, I suppose I'm not important enough to be included in this story or considered a source. Yet I saw both the complaints and...With only a few hundred followers, I suppose I'm not important enough to be included in this story or considered a source. Yet I saw both the complaints and the responses. Both were retweeted widely enough even for the little people on Twitter to see. Claiming that this "doesn't really get the message out there" unless IMPORTANT PEOPLE with thousands of followers are retweeting it all over the place is both ridiculous and elitist. I won't even get into the implication that Tweeters are oversensitive nags who should shut up about sexism instead of holding companies responsible. I'm glad Hallmark has pulled the card, but they are responsible for allowing it to be there. Anger at them was entirely justified.more2012-12-08T11:16:03.154Z
- HallmarkUKHi Anya. This is a great way of Storifying the events! The card was actually produced by a company called Arnold Barton before it became part of our subsidiary...Hi Anya. This is a great way of Storifying the events! The card was actually produced by a company called Arnold Barton before it became part of our subsidiary group, Hambledon Studios. We are as surprised and horrified as anyone else to have discovered that there are still copies in circulation. The card has not been produced for over 15 years and would never pass our own strict guidelines of taste and appropriateness. We can only apologise for any offence caused and would like to assure you that we will do everything in our power to track down remaining copies. Thanks again, the Hallmark UK & Ireland teammore2012-12-08T10:46:16.374Z
