Damage control for USAA.
All advertisers ought to take notice.
If they want to stay above controversy, then they must plan for occasional Media Matters style onslaughts.
Have a plan in place. Have talking points to give Media Matters when they come knocking. Have a plan for on-line protestors, on premises protestors and for employees who want the firm to take sides.
Communicate the plan to employees, shareholders, vendors and customers.
The plan for occasional Media Matters style onslaughts is to not freak-out when your marketing department goes into a panic over a handful of tweets, and insists that you do something.
The typical marketing department is staffed by young females who attended liberal universities. In reality
six tweets is NOT going to put you out of business.