A One-Hundred Forty Character Discourse: The Twitter Apology as an Emerging Sub-Genre of Corporate Communication

摘要

Purpose: In the emerging world of social media, social media platforms have offered a number of marketing opportunities but also a number of potential problems. This has led to a number of social media foibles that can create a public relations nightmare for the affected companies. This article will explore the emerging phenomenon of the corporate Twitter apology and the rhetorical constructs that are required for an effective apology.