Whether you’re a global superstar with millions of Twitter followers or a regular Joe with just a few, it’s safe to say that drunk tweeting is never a good idea.
The open nature of the network means your embarrassing, offensive, or even law-breaking message can be quickly retweeted to thousands of users around the world, the full consequences of your pie-eyed post becoming apparent only the next morning when, with a hangover the size of the Empire State Building, you check your feed and discover to your alarm that it’s on fire.
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Drunk tweeting is, it turns out, a major concern of Adele’s management team. During the recording of a BBC special to promote her first album in nearly five years, an audience member asked if it was true that she doesn’t have access to her own Twitter account. The singer confirmed the rumor, explaining that her tweets are checked by others before hitting the microblogging site.
“I mean I’m not a drinker anymore, but when Twitter first came out I was drunk tweeting, and nearly put my foot in it quite a few times,” she told the audience.
“So my management decided that you have to go through two people and then it has to be signed off by someone, but they’re all my tweets.”
With nearly 24 million followers on the service, and Adele herself admitting to a few drunk tweets earlier on in her career, her team clearly feels it’s better to manage the output rather than have to face launching a damage limitation exercise should she post something unexpected. Truth be told, Adele won’t be alone in having her posts signed off, as the social media accounts of many big entertainment stars are managed by teams that are carefully and constantly working to shape the brand.
Adele at the BBC airs in the U.K. on November 20 and features the 27-year-old singer talking about her life and career, as well as live performances of tracks from her new album, 25.