The last way would have been to utilize its company official twitter handle of @BP_America as a means for community interaction opposed to a broadcasting channel. BP uses their twitter handle just as advertising platform, when it could be used for so much more. The reason these parody accounts have so many followers is because they are constantly positing content that spurs consumer engagement. Consumer's cannot engage in content that is strictly advertising. Consumer's need channels that conduct in two-way communication. BP could have utilized this handle to its benefit post oil spill. When consumers post content in regards to the spill, BP could have personally responded to each tweet. Having that personalized connection with a brand, especially in the peak of a disaster can really form a bond of trust. Trust and reputation is everything in regards to customer and brand relationship management.