Here at Mascola Group, we follow a lot of topically relevant accounts on Twitter – especially in the luxury sector. I happened to be checking out our feed recently when something jumped out at me:

I thought it was kind of an odd tweet from someone/something called “Luxury Reporter”, so I took a closer look at their feed:

Luxury college football?

Luxury basketball?

Luxury murder?

Upon further inspection, it becomes clear that all “Luxury Reporter” does is filter out news articles from various sources that have “luxury” in the title and automatically tweet or re-tweet them.

From a technology standpoint, this is pretty slick. Managing social media takes a lot of time and planning (read:  work), so leveraging technology to help streamline and automate that process is a great idea.

From a standpoint of delivering on their promise of “Breaking news about Luxury“, though, this is a big ol’ failure. People follow accounts on Twitter for specific reasons:  in this case, we are seeking information and updates from the luxury sector.  By going on autopilot, Luxury Reporter deviates from their theme, cluttering their feed with unrelated news and immediately losing credibility as a valued information source.

They also earned one of these from @MascolaGroup: