The meat of the story is that Omaha man worked for Marriott hotels on customer support. Their support system allows their agents to like tweets. The man appears to have inadvertently clicked like on a tweet while dealing with a large influx of support messages (due to a promo going on) thanking Marriott for listing Tibet as its own country which was a huge no-no due to Mariott's presence in China. Execs fire him as a…
I think this is the most pragmatic thing mentioned yet.
Social media accounts are a real-time, globally visible way to communicate with the world. Treat it with respect. If you care about subtle mess-ups then have a review system or something.
I'm guessing the ideal PR person running the account is:
* educated in how that platform works (aka, young and social media savvy)
* experienced in the plethora of ways PR can go wrong (or well for that matter). "I know this looks innocent, but it's best to remain quiet on issues of X", for example.
and I'd guess that's a sweet spot that's probably hard to fill with one person.