The Dallas Stars fired back, saying:
At least our #9 got the job done..... RT:" @dallascowboys Similarly in the category of nobody-cares…the NHL is back!" twitter.com/DallasStars/st…The Tweet was in reference to the fact that the Stars' number 9, Mike Modano, actually won a title, while the Cowboys number 9, Tony Romo, has struggled when it matters, especially in the post season. The Cowboys later deleted the Tweet and responded with: "@dallasstars our sincere apologies for the inappropriate tweet posted accidentally to our account. Good luck this season."
— Dallas Stars (@DallasStars) January 8, 2013
An accident? That's a terrible apology. This should never have been typed in the first place. The fact that someone in the Cowboys PR department even thought to type this is a mistake, not an accident. Sure, he could have easily clicked the wrong account in Hootsuite and tweeted from the Cowboy account instead of his own, but that is still his fault, not an accident. You can't blame technology you don't know how to use for your own gaffes.
This just shows how careful organizations really need to be when using social media. There is no taking this back, as there are hundreds of screen captures of the Tweet. And the fact that the Stars slammed them back and pointed out the Cowboys' shortcomings as an organization at the same time is even more of a reason to be careful. In the end, people will forget about it after a few days, but who knows, the next "accident" could do serious damage to the Cowboys reputation. What's Tony Romo's playoff record again?
By Aaron Brandt, Twitter user. https://twitter.com/AaronBrandt