Post-mortem: Why Scientology’s ‘Going Clear’ Twitter attack backfired
There have been 9,038 posts including the Twitter handle @FreedomEthics from Jan. 26 to March 29, according to social analytics firm Crimson Hexagon. Excluding news-sharing or neutral tweets, the firm found that 62 percent of the conversation was negative.
“The negative discussion centers on the uselessness of this handle, and the support of the Going Clear documentary outing Scientology’s behavior,” according to the firm.
The church’s Twitter strategy, with its cheap smears and vindictive language, doesn’t translate well to that public platform, where it just comes across as trolling, film critic Scott Tobias wrote in The Dissolve.
“Scientology has an infamous history of being very aggressive in defending itself, through harassment in the form of lawsuits,” Tobias told Digiday. “Those are extremely effective in the private basis. When you do that publicly, the impact is not the same. It’s coming across as vindictive and bullying. It’s kind of a one-size-fits-all. You don’t want to get that from an institution. It feels like they weren’t getting any advice on social media.”
And with just 645 followers, @FreedomEthics is a small bully at that.