Twitter Backlashes
Social media enables businesses to reach millions of users in just a second. It is definitely a good channel to reach a large audience as marketing efforts can be significantly amplified. However, when the wrong things are said, negative response will also be amplified. Companies should carefully assess all aspects of a message before sending it out. The following are two examples where company neglects the cultural aspect and sparks backlash from Internet users.
#1: On the Monday following the Hurricane Sandy, American Apparel backlashes on Twitter from offering a 20% off sale to customers to relief customers from boredom during the storm. The sale is available to online shoppers from Connecticut, Delaware, Massachusetts, North Carolina, New Jersey, New York, Pennsylvania, and Virginia and Maryland, who are affected by the hurricane.
This sale lit up many negative response on Twitter.
I just received a “Hurricane Sandy sale” email blast from@americanapparel. I will forever boycott their stores. RT if you’re with me
As if sexualized ads and harassment lawsuits weren’t enough for a boycott, @americanapparel sent out a “hurricane Sandy sale” mail. Ugh.
CEO of American Apparel, Dov Charney, refuses to apologize for the marketing promotion. He feels that the marketing team makes the right move to take advantage of sales-generating opportunities.
This promotion has a negative impact on American Apparel’s brand reputation. The marketing campaign has neglected feelings of those who are suffering from the Hurricane Sandy. American Apparel is positioned as an American brand of which its products are made in USA. Taking advantage of marketing opportunities is a right decision, but its marketing campaign is seemingly disrespectful to those who are suffering from the disaster by attributing their situation as being bored.
#2: Today is Remembrance Day, a day when we grief for Canadian soldiers who sacrificed their lives to protect the country. Traditionally, a two-minute silence is observed at 11am at memorials to honor the armed forces.
BBC’s Top Gear presenter insensitively tweeted during the two-minute silence at 11:01am to feature its “most-watched video of the week”.
Like American Apparel’s ad, it also sparks up many negative response.
BBC apologizes for such insensitivity, explains that it is an automated tweet, and promises it’ll never happen again.
These two companies take a very different approach to address negative response from consumers. As a consumer, I’d be a lot happier to hear the latter response because what everyone seeks is probably an apology.