Nan Palmero/Flickr (CC BY 2.0)

Can someone check on the person running Tidal’s Twitter account?

This can't be easy.


Miles Klee

Internet Culture

Published Mar 4, 2016   Updated May 27, 2021, 3:23 am CDT

Among the social media savants charged with running brand accounts, some get to have fun. The weirdos at Denny’s come to mind.

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Oftentimes, though, the people crafting corporate tweets are forced to apologize for crossing a line. Perhaps, like a certain Denny’s competitor, they compared pancakes to breasts. Maybe they posted a vulgar image or message (it seems every airline eventually does).

Then there are Twitter accounts for businesses that, for one reason or another, just can’t catch a break. The subscription streaming music service Tidal, which has long struggled in its market, exemplifies this category. Seriously—who else is getting dragged for misidentifying Muppets?

In fact, whoever runs Tidal’s Twitter really just has one job—telling people who complain about the platform to uninstall and reinstall it.

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What’s most fascinating about this soul-deadening exercise in #engagement is the way the wording sometimes subtly shifts, as if the person typing is trying to hold onto their sanity even as they descend into “All work and no play make Jack a dull boy”-style madness.

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All of this is to say: Can someone check on Tidal’s social media manager? It can’t be healthy to spend all day dealing with aggrieved Kanye West fans.

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At this point, we’re dealing with a spiritual crisis. Unhappy in your career? Uninstall and reinstall it. Marriage not working? Uninstall and reinstall. Fighting feelings of depression self-loathing? Uninstall your brain, then reinstall it. This is the woe of every troubleshooting professional. 

Anyway, hang in there—whoever you are. I don’t want to say it’ll get easier, because it definitely won’t, but surely Jay Z will give you a nice letter of recommendation when you do move on to greener pastures.

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Photo via Nan Palmero/Flickr (CC BY 2.0)  

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*First Published: Mar 4, 2016, 3:54 pm CST