As Twitter erupted today over the Casey Anthony verdict, Entenmann’s tweeted “Who’s #notguilty about eating all the tasty treats they want?!” The tweet spurred outrage over Entenmann’s insensitivity, causing the baked goods company to remove the tweet and send out an apology. The questionable tweet was actually sent out not by Entenmann’s but on behalf of it by its social media agency, Likable, which was trying to leverage the trending topic and claimed to not realize what the #notguilty hashtag was about. Irregardless, a hashtag that said #notguilty should be a red flag to anyone using social media to promote a brand.
This is a good reminder on how important context is in the fast-moving world of social media. While getting attention and clicks are important, you shouldn’t do so at all costs. A few extra clicks gotten in the wrong way and in the wrong context could result in lasting damage to your brand.
This goof is reminiscent of Kenneth Cole’s attempt to leverage the #cairo hashtag during the Egyptian revolution, which was also met with outrage and resulted in an apology:
Here is the tweet that Entenmann’s sent out today:
And here are the apologies:
Afterward, Likeable issued its own apology:
“The truth is, our team was leveraging the trending topics and moving so fast they neglected to see what the hashtag was related to,” says Likeable’s David Kerpen.