The first thing I see this morning as I log into Twitter is a slew of tweets discussing an apparent Tinder meltdown. Juicy. A rouge employee? A spree of passion? What could have lead to this scandalous debacle? 

Turns out it was neither. Some, in fact, claim that this embarrassing showcase of poor judgement was actually planned.


So what went wrong?

For starters, Tinder’s tantrum broke so many social media and communication rules that someone could have enough content to write an academic article about it.

Let’s forget about the actual content of the tweets for a moment. If you have to send a 30-part tweet to get your point across, you probably chose the wrong platform to begin with. How many people are actually going to take the time to piece together the different parts? What the audience is going to take away from this is a series of disjointed thoughts. If your goal is to address misinformation, this is the wrong way to go about it.

Not to mention the atrocious wording. The sad part is that there are some valid counterarguments buried somewhere in the large pile of character vomit. The role Tinder plays in bringing together people living in oppressive regimes and the fact that the app provides a platform for people of all sexual orientations are fantastic talking points that deserve the spotlight.

But instead, they’re buried in between garbage such as “- @VanityFair Little known fact: sex was invented in 2012 when Tinder was launched”. Congratulations! You managed to sound like an immature five year old who is protesting nap time. And don’t even get me started on your tragic attempt to incorporate branded hashtags into the rant.

The only thing you achieved through this public spectacle is attention – and not the good kind. I’m curious to see what impact this will have on Tinder’s brand reputation and credibility in the future. Yes, Twitter scandals usually blow over once something even more scandalous happens and steals the spotlight, but this is bound to affect you negatively for some time.

How it could have been handled

Ever heard an Op Ed? Or an open letter? Seeing as this was a response to a Vanity Fair article, Tinder’s decision makers (and Communication team) could have taken the mature route and written an editorial or letter in response to the piece. This doesn’t mean that social media is off the table.

In an interview with Wired, a Tinder spokesperson quoted as follows: “[ ] we were saddened to see that the article didn’t touch upon the positive experiences that the majority of our users encounter daily.” THAT should’ve been your tweet. That would've been an ideal opportunity to link to the open letter and present Tinder’s take on the information presented in the original Vanity Fair article.  

Then again, that’s just my take and Tinder’s approach was a lot more entertaining.