By Gordon MacMillan, marketingmagazine.co.uk, Friday, 01 February 2013 09:44AM
Using the hashtag #hmvXFactorFiring, @HMVtweets claimed that staff were being fired by the HR department. The news was then confirmed by the administrator. Deloitte said that 190 people have been made redundant at the brand's head office and distribution centres.
The Tweets were quickly deleted, but not before they were widely shared. The feed also claimed that the "marketing director" was asking "How do I shut down Twitter?".
This article was first published on marketingmagazine.co.uk