Tuesday, February 9, 2010, 8:01 AM

Quick reads: Toyota, the Washington Capitals, and resignation by tweet

1.) The Capitals are reaching out (The Washington Post) -- The Washington Capitals in recent years have moved more aggressively than any other NHL team toward embracing social media Web sites such as Twitter and Facebook, targeting supporters who get their information from non-traditional outlets.

2.) Sun's chief executive tweets his resignation (New York Times) -- Jonathan Schwartz, the last chief executive of Sun Microsystems, has become the first Fortune 200 boss to tweet his resignation. Late Wednesday night, Mr. Schwartz used Twitter to publish a haiku about his exit from Oracle, which just completed its purchase of Sun last week.

3.) ConAgra Foods embraces a social media culture (Social Media Business Council) -- ConAgra’s Director of Public Relations, Stephanie Moritz, explains how ConAgra is approaching social media as a strategic opportunity. Stephanie’s case study explained how they’re integrating social media across many aspects of their business, how they educated senior management through “digital immersion,” and how ConAgra uses five core items to determine their social approach.

4.) Can Toyota be successful in brand damage litigation? (The Drum) -- One analyst believes that Toyota’s crisis management challenges say less about the quality of its crisis communication response, and more about the organisation’s culture and ability to identify and manage incidents before they become crises. Nevertheless, it is clear that this particular incident has the power to do enormous damage, not just to the Toyota brand, but also to its business.

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