Tweet from editor sparks negative buzz for newspaper

Just ask Ian Prior, sports editor at London newspaper The Guardian. Last week, he tweeted: “Major — and boy do I mean it — football exclusive coming up on guardian.co.uk sometime around 5.30.” As expected, that tweet sparked lots of buzz.

Problem is the story fell flat. It turned out to be speculation about a possible player transfer. The “major” story was a mere side note in The Guardian‘s competitors.