Apologies abound after burger chain’s jaw-dropping ISIS-related tweet – Info PR

When a promotional misstep is in extremely poor taste, it’s hard to imagine
an adequate .

A horrific social media error may cost the Washington, D.C., chain Z-
a good chunk of customers, even though that error was made by its
contractor, revealing the high stakes of online engagement and reputation
management.

The ’s author bizarrely—and apparently unwittingly—used the photo of a
journalist murdered by ISIS to throw shade at McDonald’s.

WMUR reported:

The tweet promoting the restaurant said, “When you say you want a
burger and someone says okay lets hit McDonalds.”

Under the tweet was a photo of Foley moments before he was beheaded by ISIS
in Syria with the words “you disgrace me” underneath.

The hamburger chain’s owner, Peter Tabibian, is blaming a contracted
marketing company, .

Valor Media’s chief Michael Valor explained how the error occurred.

WMUR continued:

“It was something that was completely unintentional. I acted on it as fast
as I could, but it was a mistake within my company,” he said.

Valor said the employee who created the tweet had never heard of Foley and
thought the image was something from a movie.

He also admitted the ad was never reviewed before it was posted.

“Now, we are putting infrastructures in place to make sure this never, ever
happens again,” Valor said.

“I’m deeply sorry for anything that has come out of this situation.
Literally from the people who were offended, to all the way up to the
family,” he said.

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Valor also apologized via video on Twitter:

The burger company also tweeted a statement from its owner distancing itself from the horrific mistake:

Some found the apology lacking:

Others seemed ready to forgive:

As for Valor’s apology, many criticized the maundering:

Others seemed unready to forgive, no matter what explanation Valor provided:

Others voiced appreciation that Valor himself took full responsibility:

Here are some lessons from the debacle:

1.
Double-check your tweets.

Z-burger might not be responsible for the reprehensible tweet that kicked
off this social media maelstrom. However, the post was made in the burger
chain’s name, and therefore many consumers can’t fathom that the restaurant
wasn’t involved in the decision.

Make sure internal team members are previewing your social media posts
before they go live. A well-rounded and diverse team can help avoid blind
spots, and avoiding mistakes is important in an online ecosystem where your
most heinous gaffes live forever.

2.
Take responsibility. It will be attributed to you anyway.

Even though Z-Burger wasn’t to blame for the error, many found it
reprehensible that the company didn’t take the blame for failing to prevent
the mistake. Passing the buck is always unwise, especially in a crisis.

3.
Video apologies are risky.

Valor spoke directly to his audience in his tweeted video apology, but his
rambling performance irked some viewers. When apologizing on video—or
whenever cameras are rolling—your spokesperson must practice beforehand.
Even then, you are likely to put off some audience members.

4.
After a mishap, take a social media break.

After the colossal social media mistake, Valor tried to play off the
incident as a learning opportunity.

Savvy communicators know that after a crisis, it’s better to apologize and
lie low rather than crowing about how bright your future is. Give the
meteoric news cycle time to latch on to something else so your missteps can
fade from the public’s collective memory.

What do you think of these efforts, Daily
readers?


Article Prepared by Ollala Corp

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