We’ll always be sure to point out colossal social media gaffes to you, in the hopes of preventing you from making similar ones with your company. Think of us as your “The More You Know” Saturday morning aggregate of social media advice. Because social media is a PR position. And it’s not always super obvious when you’re crossing a line, except in this case.
Kenneth Cole, trying to bring levity to a situation that had not yet crossed the “tragedy + time” comedic window, tweeted, “Millions are in uproar in #Cairo. Rumor is they heard that our new spring collection is now available online at http://bit.ly/KCairo”
Yeah. Throw in an Anne Frank joke there, and you’ll be batting 1,000, Kenneth.
Here’s the problem. Famous comedians might be able to get away with something very similar. But a major retailer? Not a chance. And yes, despite instantly removing the tweet post-backlash, that did not stop the online PR crisis that ensued.