Telecommunication company, AT&T, posted and later deleted a photo with the message “Never Forget” on Twitter on the afternoon of September 11th. The photo showed a hand holding a smartphone with the twin towers of lights on its screen and New York skyline in the backdrop. The tweet generated many responses regarding the insensitivity of the subject. As a result, AT&T posted on Twitter an apology to explain their intentions of the “Never Forget” post.
In this case, AT&T’s use of product advertisement violates virtue ethics. As twelve years after the tragedy of 9/11, many still mourn for their lost loved ones. Should the company wish to pay their respect, they can express so either through donating to 9/11 associations or through publications that do not involve the marketing of their products and services.
In my opinion, businesses and individuals should be more respectful and mindful of what they publicize because once damages incur, public views of the brand or person will change. There should be no profit nor inappropriate remarks made off of tragedies.
Stakeholders involved:
- Families affected by 9/11
- Customers
- Online and offline communities
- AT&T (employees and board of directors)
- Twitter (by affiliation)
http://money.cnn.com/2013/09/11/technology/social/att-9-11-tweet/