Update: Looks like the Weather Channel is still working on damage control. We got the following statement from weather.com:
"This morning one of our team members used sarcasm in an unfortunate and unacceptable way on our Twitter account. It was not our intention to offend and we are sorry that we did. We have since apologized to Councilman Burns and want to restate that sincere apology and assure him that this tweet does not represent our views. In fact, this is the opposite of how we want to interact with our fans, as we value their input on any occasion. We are taking the necessary steps to be sure something like this does not occur again."
Here's a note to snarky social media editors: Nobody likes you.
The Weather Channel had to apologize today (and probably lost a few app subscribers) after its main Twitter account sent a snarky tweet to Fort Worth City Councilman Joel Burns.
The network's Twitter account said:
"We apologize for our reply this morning. Our response was inappropriate & we're taking steps to ensure it doesn't happen again."
That probably means some social media job just became open at the network.
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The issue started over Burns's complaint that the app kept showing Dallas pics instead of Fort Worth pics and erupted into a mini-Twitter crusade that reached across the far corners of the twitterverse. Because it's slow news Monday.
The Fort Worth Star Telegram reported on how the councilman later told the Weather Channel to put up some money if they really felt bad about the tweet.
Burns, the first openly gay council member, who gained international acclaim in 2010 after delivering a moving anti-bullying speech -- called "It Gets Better" -- during a council meeting, offered the station a chance to come out of the downpour.
"Let's help kids instead of snark?" he tweeted to the network, asking it to donate $100,000 to the Gay, Lesbian & Straight Education Network and The Trevor Project. He added that he would donate $1,000.