2. Dove Reaffirms Eurocentric Beauty Norms
In October, the consumer product company published a Facebook ad depicting a looped image of a black woman removing a dark brown T-shirt to reveal a white woman. Dove apologised for 'racist' Facebook advert showing a black woman turning white after using Dove lotion. Earlier this year, the breakfast conglomerate retweeted a message referring to Hillary Clinton's presidential campaign as "garbage.
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Although the company later claimed that its Twitter account was hacked, few seemed to believe it. Seems legit," wrote one user.
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In June, the ride-hailing giant saw the departure of its founder and chief executive, Travis Kalanick, amid allegations of widespread sexual harassment and discrimination at the firm. Meanwhile, Uber continues to fight a host of regulatory battles in areas such as London. Then there was the travel ban incident. Imagine tweeting what was supposed to be a private message to all your followers. There are a lot of ways to do Twitter wrong, but using a hashtag without knowing what it means should be one of the easiest mistakes to avoid.
The company realized their mistake and tweeted an apology.
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The error came when they automatically thanked a user with a racist name, retweeting the offensive Twitter handle in the process. The team realized its mistake and issued this apology.
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When American Airlines merged with US Airways in April of , they created the largest airline company in the world and updated their automated tweets to reflect their excitement over it. Unfortunately, the system was unable to differentiate between friendly and unfriendly tweets and ended up thanking a user for a message that was anything but complimentary. When British supermarket chain Tesco came under fire for selling beef burgers contaminated with horse meat, the company had to quickly begin fighting off allegations and attempt to regain consumer trust.
But choosing the right one and highlighting it in a respectful manner is critical. The Seahawks learned this the hard way back in , when they overlayed words from MLK over an image of a crying Russel Wilson. The team later deleted the tweet and issued an apology. During the storm, The Gap issued the tweet above, made extra tone-deaf by how many people lost power during and after the storm.
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During the protests in Egypt, the fashion company issued a tweet tying their new spring collection to the Arab Spring, making the brand look both out of touch and insular. There are a lot of ways to offend someone on social media, but these were campaigns that should have been flagged well before they made their way to Twitter, Facebook, and the like. Commenters on Twitter declared the campaign retrograde and sexist, harkening back to a s-era trivializing of the female experience.
But you can make the situation worse. United Airlines did anyway. CEO Oscar Munoz wrote a letter to staff in which he blamed the passenger for the incident, and praised staff for following proper procedures. How do you think that one went down on social?
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If the worst happens, then accept per cent of the blame , take your medicine and move on. Blaming anyone but yourself will simply prolong the PR fall-out.
What should have been a routine shopping trip for some yoghurt turned into a PR blunder for UK supermarket chain Morrisons. So far, so routine.
The worst social media fails of 2017
Until, that is, an over-zealous member of staff decided to intervene, telling the customer that taking photographs of products was against store policy. Three separate members of the team replied to the tweet, a bizarrely over-the-top way to deal with such a minor complaint. Not only did all three responses deliver pretty much the same contrite message, but one committed the cardinal sin of featuring poor grammar — which was inevitably pounced upon by the Twittersphere, making an already unsavoury situation even worse. We wouldn't normally allow people to take photo's however he could of asked in a polite manner.
Donald Trump Twitter fails: It obviously seemed like a good idea when it was dreamed up in the meeting room. But the campaign fell flat, generating an almost universally negative response online. Users had multiple concerns, ranging from what a customer should do if their body shape was out of stock, to claims of sexism no body-shaped bottles for men?
Luckily for Dove, the range was only limited edition so could be quietly and swiftly withdrawn — never to be spoken of again at Dove HQ.