Michael McCain: Tweeting on the Maple Leaf Foods Account
On January 12, 2020, Michael McCain, the president and chief executive officer (CEO) of Maple Leaf Foods Inc., posted four tweets on the company's social media platform, venting his anger at the US administration over a civilian airplane shot down in Iran. Specifically, he expressed his anger at the loss of life-including that of the wife and 11-year-old son of an employee of Maple Leaf Foods-which, according to McCain, stemmed from "a needless, irresponsible series of events in Iran." McCain cast blame on US president Donald Trump for escalating tensions with an "ill-conceived plan to divert focus from political woes." Should McCain, as CEO, have expressed his personal views on Maple Leaf Foods' Twitter feed? Would his tweets damage the company's brand and destroy shareholder value?