3 Ways to Avoid a Twitter Disaster Like Robin Thicke's 'Paula' Q&A

Exposure has to take a back seat to timing and circumstances

1. Avoid direct interaction on social media during controversy

Case in point: Chris Brown's no-interview policy didn't hurt sales of his last two post-Rihanna albums, 2011's "F.A.M.E." and 2012's "Fortune." Both topped the Billboard 200.

2. Don't rouse the haters - rally your followers

"A loyal fan base will overshadow the negative," offers Daddy Yankee publicist Mayna Nevarez.

3. Control your publicity stunt

"One negative tweet can trigger a snowball of criticism," says Dominic Moriarty, head of social at London digital marketing agency Passion Digital. "We'd never recommend risking a backlash."


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