In a bid to revamp after the uproar over recent pricing changes, Netflix announced the spin-off of their DVD-by-mail service, now called Qwikster. Customers have taken to social media in droves to complain, and the company has been relatively slow to respond to the public’s online comments, say observers.

But Netflix’s public relations woes don’t stop there: @Qwikster is already a Twitter account.

And it’s not a business account. Or, for that matter, any type of account you’d want your grandma reading. It’s the handle for Jason Castillo, a self-described bored person with a penchant for four-letter words and little use for punctuation. The avatar had been an image of Elmo smoking pot, but it has been changed in the last few days. For more info, check out Stan Schroeder’s awesomely named Mashable article: Netflix’s @Qwikster Problem: Twitter Account Controlled by Weed-Smoking Elmo. 

It makes a compelling case for the need for decision makers to factor social media into major decisions—especially decisions made in response to public relations disasters!

Incorporate social media into your corporate goals. To find out how, contact the strategists at Social Strategy1.