‘Suppose earlier than you tweet’ CEOs instructed after Simply Eat spat with Uber

Chief executives are being warned to “suppose twice earlier than they tweet” after the boss of takeaway firm Simply Eat Takeaway was instructed his Twitter spat with Uber threatened to undermine the agency’s status.

Jitse Groen this week grew to become the most recent in a rising listing of chief executives to be rebuked by clients, buyers and even regulators over ill-judged tweets.

Cat Rock Capital Administration, an activist investor which has a 4.7% stake in Simply Eat, highlighted Groen’s Twitter battle with Uber boss Dara Khosrowshahi for example of outbursts that broken the model. The investor mentioned Groen’s tweets had partly led to the agency being “deeply undervalued and weak to takeover bids at far beneath its intrinsic worth”.

Earlier this 12 months Groen had a rant at monetary analysts on Twitter, claiming that “some can’t even do primary maths”. He tweeted that he was “amazed how unhealthy these analysts have turn out to be … All of them combine up definitions. It’s unbelievable.”


Model and advertising professional Mark Borkowski mentioned Groen’s case highlighted the problem executives face when making an attempt to have interaction with clients on the platform.

“Everybody sees Twitter as an enormous advertising alternative that may drive a enterprise ahead, and it actually can,” Borkowski mentioned. “However these bosses should cease and suppose twice earlier than they tweet, as only one misjudged tweet can ship their share worth plunging.”

Probably the most costly tweets ever despatched have been posted by Elon Musk, the maverick boss of electrical automobile firm Tesla, in 2018. The US Securities and Trade Fee fined Musk and Tesla $20m every after he tweeted that he had “funding secured” to take the corporate non-public at $420 a share. The regulator mentioned the tweet, which despatched Tesla’s share worth up by as a lot as 13%, violated securities regulation. As a part of the settlement, Musk was ordered to step down as Tesla’s chairman.

Musk’s tweets continued to anger some buyers. Pirc, an influential adviser to shareholders together with the UK’s native authority pension funds, final 12 months really useful that buyers voted in opposition to Musk’s re-election to the Tesla board as a result of his tweets posed “a severe threat of reputational hurt to the corporate and its shareholders”.

The SEC sued Tesla CEO Elon Musk in 2018 after he tweeted in regards to the firm’s market shares.
SEC watchdog says two Elon Musk tweets violated settlement deal
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Pirc mentioned his controversial outbursts on Twitter had value Tesla hundreds of thousands of {dollars} in settlements, however Musk simply gained the vote, and has continued to tweet a number of instances a day to his 59 million followers.

“Twitter is all about persona,” Borkowski mentioned. “Whereas Musk’s tweets will be very controversial, they match along with his model. Twitter is ideal for renegades, mavericks and disruptor manufacturers. It’s a lot tougher for well-established manufacturers with stable reputations, if one thing goes unsuitable for them they threat harm to their hard-earned model.

“Folks now suppose that to run a profitable enterprise, you must be on social media and each model has to have a Twitter account,” he mentioned. “The chief executives see that the bosses of their rivals have a Twitter profile, and so they really feel they must have one too.”

Borkowski mentioned some bosses have been very profitable at constructing a presence and persona on Twitter, and utilizing their platforms to advertise social points comparable to LGBTQ+ rights and the Black Lives Matter motion (in addition to promote their model and merchandise).

James Timpson, the chief government of shoe restore outlets Timpson, this week celebrated passing 100,000 followers on his account on which he weaves images of his colleagues working in outlets with posts tackling tax avoidance and prisoner reform.

This week, he responded to Boris Johnson’s proposal to create “fluorescent-jacketed chain gangs” of individuals discovered responsible of delinquent behaviour with a tweet suggesting offenders needs to be helped into work as an alternative.

Tim Cook dinner, the chief government of Apple, has gained reward for utilizing Twitter to efficiently stress the governor of Indiana into revising proposed laws that had threatened to permit discrimination in opposition to homosexual folks on non secular grounds.

Researchers at Harvard Enterprise College and Duke College mentioned Cook dinner “successfully framed the talk utilizing social media at a time when opinions have been being shaped and the impression went past the political”.

Borkowski urged that earlier than chief executives tweet they need to “think about whether or not they have the persona and temperament to get the tone proper every time”.

“There may be nothing extra inelegant than a chief government going after rivals publicly on Twitter,” he mentioned.

It was precisely that form of behaviour that Cat Rock had accused Groen of enterprise. When Uber Eats introduced earlier this 12 months that it might tackle Simply Eat in Germany, Groen lashed out in a tweet directed at Khosrowshahi, accusing him of “making an attempt to depress our share worth”.

Khosrowshahi replied that maybe Groen ought to “pay rather less consideration to your brief time period inventory worth and extra consideration to your Tech and Ops”. That sparked Groen to answer “thanks for the recommendation, after which if I could .. Begin paying taxes, minimal wage and social safety premiums earlier than giving a founder recommendation on how he ought to run his enterprise”.

Alex Captain, Cat Rock’s founder, mentioned: “The response mustn’t occur on Twitter. It ought to occur on a reputable discussion board with the details, information, and evaluation that the corporate has at its disposal.”

A Simply Eat spokesperson mentioned: “Simply Eat Takeaway.com has a daily dialogue with all its shareholders and we take all their views very severely.”

‘Think before you tweet’ CEOs told after Just Eat spat with Uber