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How ignorance can destroy your brand with one tweet

How one brand lit the entire Twitter world on fire this afternoon: are their actions enough?

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Celeb Boutique

Celeb Boutique

One destructive tweet

Last night at the Dark Knight Rises movie opening night in Aurora, Colorado, a gunman open fired and killed 12 people, wounding an additional 59 victims, according to Fox News. This tragedy continues to unfold, and all social media outlets are filled with status updates and tweets with thoughts and prayers for the victims and their families.

Focus quickly shifted on Twitter when this afternoon, the Twitter handle for @CelebBoutique, an online boutique that they say is “loved by your fave celebs” and is “your new addiction,” according to their Twitter bio. The administrative contact for the website is in London, so it appears the company may not be in America, and may not be in touch with local events. As details of the Aurora shooting have unfolded, #Aurora has become a trending topic on Twitter.

Not understanding or researching what “#Aurora” pertained to, @CelebBoutique tweeted the following:
celeb boutique

Like wildfire, thousands of people commented on what appeared to be an insensitive tweet (which would not at all be the first time any brand made this exact same mistake):

Celeb Boutique takes steps to repair the damage

An hour after the tweet was sent out, the company retweeted @FabmagFashion talking about weekend plans, then deleted the troubling tweet, said on Twitter, “we apologise for our misunderstanding about Aurora,” then, then several minutes later explained, “We didn’t check what the trend was about hence the confusion, again we do apologise.”

Four minutes later, the company said, “We are incredibly sorry for our tweet about Auroroa – our PR is NOT US based and had not checked the reason for the trend, at that time our social media [team/person] was totally UNAWARE of the situation and simply thought it was another trending topic – we have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense caused.”

Moments later, they tweeted that “this was not intentional and will not occur again. Our most sincere apologies for both the tweet and situation.”

Reactions to the insensitive tweet

Amy Vernon, General Manager, Social Marketing at Internet Media Labs told AGBeat, “It’s never OK to latch onto major breaking news to pimp your brand. Even if it’s not on a news event that’s a huge tragedy, that behavior is crass. When it is tragic news, it’s crass, insensitive and moronic. If whoever is running your account isn’t smart enough to understand that, they don’t deserve to be running your account.”

Vernon added, “Celebboutique needs to get out in front of it and apologize and explain that some sort of action has been taken against the person. Yes, everyone makes mistakes and should be able to get second chances, but this is so egregious that the second chance should be cleaning out wastepaper baskets.”

Senior Digital Communications Specialist at 1680 PR, Benson Hendrix said, “Not every hashtag is worth taking advantage of. In a rush to ride the ‘trending topic’ wave it’s been forgotten that people have died, and others are in the hospital after a horrific event. There needs to be empathy for the families of those who are injured or dead.”

As of publication, @CelebBoutique has not responded to a request for comment.

What your brand can learn

Because the company is abroad, they may not be aware that “I’m sorry” tends to be taken as more sincere than “we apologise,” but many have noted that at least the company deleted the tweet rather than blaming a hacker or simply ignoring it. The likelihood is high that the company will be called to make a broader, more public statement, and will probably be pressured into donating to the families in Aurora as penance – as you can tell, the community is up in arms, even though the tweet has been removed.

The unfortunate part is that this misstep could happen to any one of us – trying to be clever or trendy is part of many social media strategies, but if you learn anything today, it is that you should always understand a trending topic and hashtag before you attach your brand to it, because you never know what you’re stepping in.

And when you step in it, you must immediately remove the tweet (ideally, not an hour later), apologize profusely, explain what you will do in the future, and don’t make excuses. @CelebBoutique’s reputation now lies in their own hands, and how much penance they make will determine if they go down in social media history as a flop or a recovery story.

Lani is the Chief Operating Officer at The American Genius - she has co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

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7 Comments

7 Comments

  1. tonia_ries

    July 20, 2012 at 5:36 pm

    How hard is it to CLICK the hashtag and find out what it’s about before you attach your brand to it?  You don’t need to be “based in the US” to do that.  Just wow.

  2. Tinu

    July 20, 2012 at 6:35 pm

    Amy stole my answer – that is exactly what I wanted to say. YOU DO NOT hop on a trending topic, whether you get it or not, to peddle your wares! Very Kanye interruptus.

  3. ouharleyman

    July 21, 2012 at 1:36 pm

    @LeoKingston Ty Leo @ouharleyman aka Aaron Cox

  4. shawnlupharma

    July 21, 2012 at 2:30 pm

    @LilyPLD

  5. LilyPLD

    July 21, 2012 at 3:04 pm

    Thanks for retweeting!! @jayraguda @shawnlupharma ^.^

    • jayraguda

      July 21, 2012 at 5:15 pm

      @LilyPLD @shawnlupharma my pleasure, as always! 🙂

  6. joostharmsen

    August 17, 2012 at 4:17 am

    Some men just want to see the world burn… 🙂

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Social Media

New Reddit policy on impersonation mimics other social media giants

(SOCIAL MEDIA) Reddit is the latest social media company to change their policy to protect against deepfake impersonation, because of the harm they can cause.

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impersonation with deepfakes

Reddit is the latest social media company making updates to their rules and policies ahead of the 2020 election. Companies like Facebook, Twitter, and now Reddit are all trying to make the social internet a safer place to receive information.

Reddit’s new policy officially bans impersonation with the goal of handling “bad actors who are trying to manipulate Reddit, particularly are issues of great public significance, like elections.”

Deepfakes have become a key topic of conversation the last few years. In the wake of the mass spreading of misinformation during the 2016 presidential election, users have grown wearier than ever of the information they see online. Deepfakes are no longer a niche subject, but an everyday pain point that technology companies are scrambling to control.

In a statement made on r/redditsecurity, Reddit informed users of the change to website policy stating, “Reddit does not allow content that impersonates individuals or entities in a misleading or deceptive manner. This not only includes using a Reddit account to impersonate someone, but also encompasses things such as domains that mimic others, as well as deepfakes or other manipulated content presented to mislead, or falsely attributed to an individual or entity.”

The platform isn’t trying to make a mass change to it’s often humor driven culture. Parody and satire are still allowed forms of impersonation so long as the joke is obvious. Reddit has vowed to always take context into account when looking at cases of user impersonation.

It’s a good sign for society when popular social platforms start taking their role in controlling the spread of false information seriously. Companies like Reddit are in a position to create real change in the way we spread and consume information about major global events.

What’s unclear is how much man power these companies are putting behind their policies. Reddit ends their statement by pointing users to a report form that users can submit if they or someone else is the victim of impersonation. The question users should be asking is how long would it take to get a response or see action on these reports?

Policy changes are great, but if companies are simply throwing them onto their fine print with no resources behind enforcement then it’s not social change, it’s just legal jargon to protect their ass.

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Social Media

Image size is a vital factor into usability of your brand

(SOCIAL MEDIA) Keep all of your social media profiles and products looking their best with the social media image size cheat sheet for 2020.

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image size matters

We can safely say that the one thing social media will assuredly do in 2020 is only get more powerful. As such, it’s important to keep up with the sizing information for social media images to keep all of your profiles looking fresh. Make A Website Hub has the official rundown in their annual Social Media Image Sizes Cheat Sheet.
Twitter:
• Profile Photo: 400 x 400 pixels / Displays at 200 x 200 pixels (a maximum 100 KB file size)
• Header Photo: 1500 x 500 pixels (a maximum 10 MB file size)
• In-stream Photo: 440 x 220 pixels (a maximum 5 MB file size for photos and 3 MB file size for animated gifs)

Facebook:
• Cover Photo: 820 x 310 pixels (a preferred maximum file size of 100 KB)
• Profile Picture: 180 x 180 pixels
• Shared Image: 1200 x 630 pixels
• Shared Link: 1200 x 627
• Event Image: 1920 x 1080 px (Shows in feed: 470 × 174 pixels)
• Highlighted Image: 1200 x 717 pixels (appears on profile at 843 x 504 pixels)

Google+:
• Profile Image: 250 x 250 pixels
• Cover Picture: 1080 x 608 pixels
• Shared Image: 497 x 373 pixels

Instagram:
• Profile Picture: 110 x 110 pixels
• Photo Size: 1080 x 1080 pixels
• Video to Stories: 750 x 1334 pixels
• Photo Thumbnails: 161 x 161 pixels

Pinterest:
• Profile Picture: 165 x 165 pixels
• Board Display Image: 222 x 150 pixels
• Pin Sizes: a width of 238 pixels (with scaled height)

Tumblr:
• Profile Image: 128 x 128 pixels
• Image Posts: 500 x 750 pixels

YouTube:
• Channel Cover Picture: 2560 x 1440 pixels (for desktop), 1855 x 423 pixels (for tablets), 1546 x 423 pixels (for smartphones), and 2560 x 1440 pixels (for TV)
• Video Uploads: 1280 x 760 pixels

LinkedIn:
• Personal Page
o Personal Background image: 1584 x 396px
o Standard Logo: 400 x 400 pixels
o Profile image: 400 x 400 pixels
• Company/Brand Page
o Background image: 1536 x 768px
o Standard Logo: 400 x 400px
o Business / Career Cover Picture: 974 x 330 pixels
o Square Logo: 60 x 60px
o Business Banner Image: 646 x 220 pixels
o Standard Logo: 400 x 400px

Ello:
• Banner image: 2560 x 1440 pixels
• Profile image:360 x 360 pixels

WeChat:
• Profile Photo: 200 x 200 pixels
• Article Preview Header: 900 x 500 pixels
• Article Preview Thumbnail Image: 400 x 400 pixels (Displays at 200 x 200 pixels)
• Article Inline Image: 400 px x Any size px

Weibo:
• Cover Image: 920 x 300 px
• Profile Pictures: 200 x 200px (Displays at 100 x 100 px)
• Banner: 560 x 260 px
• Instream: 120 x 120 px
• Contest Preview: 640 x 640 px

Snapchat:
• Geofilter: 1080 x 1920

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Social Media

Facebook wants to show how “inclusive” it is with new logo

(SOCIAL MEDIA) Facebook has a new logo, but you won’t see any change on the mobile app. The social network giant wants to expand to be more inclusive with this logo

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social network facebook typeface

Facebook has a new logo, but you won’t see any change on the mobile app. It’s easy to think of Facebook as just the social network where you avoid (or start) political debates with friends and family, but that’s just a piece of the picture. The new logo reflects Facebook’s ongoing expansion as a company beyond their original social network.

Facebook’s roots as a social networking company are undeniable. People have been using the platform to connect with family and friends across the globe since 2004. For many of us, Facebook is part of our everyday lives. It’s how we chat with friends across the globe, meet our partners, join communities, and sometimes it’s even part of our work life.

We have seen Facebook take on some big new projects this year including the announcement of Facebook Horizon, a social virtual reality world expected to launch in 2020. Facebook’s identity as a company now expands far beyond the Facebook app.

Facebook is the parent company of 74 companies including some equally popular and well-known apps such as Instagram and Whatsapp. The company operates out of 60 offices world-wide and employs over 43,000 people.

The new logo is part of an effort to create a clearer distinction between Facebook the parent company and Facebook the social network.

According to Facebook, “The new company branding is designed to help us better represent the diversity of products we build, establish a distinction from the Facebook app and communicate our purpose in the world.”

Facebook wordmark gif

The main design differences between the two logos are the font and the color. The corporate logo is designed in all caps using a font designed in-house. The type is san serif and open with consistent letter width throughout.

Unlike the true shade of blue that we all associate with the social network’s logo, the color of the new corporate logo will be fluid. The color will change depending on the environment such as the product it’s promoting. The corporate logo can be depicted as either solid colors or a gradient.
Facebook has been more than just a social network for a long time, now their logo can help them reflect that.

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