In fact, Heineken had no part in the sponsoring the dogfight; the banners had been left up from a previous event. That’s one of the dangers of social media: people are quick to react, judge and share without checking the source.
As part of efforts to contain the spread of misinformation, Heineken posted a notice to its website. An official response is a critical step. It should be honest and sincere, should speak to your company’s credentials, and should be authored by a senior executive. Post it to one channel-your website or blog, a video-and direct all inquiries there.