Published Thursday, 31 January 2013
HMVs account gained thousands of followers during the incident (© Twitter)
The company, which operates 11 stores in Northern Ireland, called in administrators on 15 January, saying "it was unable to reach a position where it could trade outside of insolvency protection." As a result, it was warned that store closures would be possible and jobs were at risk.
On Thursday afternoon, someone with access to the officially verified HMV Twitter account (@HMVTweets) posted Tweets stating, "We're tweeting live from HR where we're all being fired! Exciting!! #hmvXFactorFiring".
Minutes later it was followed by: "There are 60 of us being fired at once! Mass execution, of loyal employees..." once again closing the tweet with the hashtag #hmvXFactorFiring.
A number of further tweets were posted before and after some were removed until eventually all were removed.
Some of the offending tweets before they were deleted were as follows:
With Twitter being Twitter, the offending posts had been screengrabbed and reshared countless times before being deleted, making HMV a trending topic within the hour.
Twitter users were quick to share their thoughts on the PR disaster.
Administrators announced that around 190 jobs will be lost at the company.
Later on Thursday, HMV responded via Twitter, acknowledging the day's events.