So DiGiorno Pizza tweeted “#WhyIStayed You had pizza.” today. The problem being #WhyIStayed is a hashtag for people to share why they stayed with their domestic abuser.
This is hardly the first time a company has committed a huge social media blunder (remember American Apparel’s “clouds” on the Fourth of July?), but I have to say, DiGiornio is handling it better than any other company I’ve seen. They took the tweet down and have spent all day replying to angry tweets individually.
Even if they had multiple people working on the account to reply (which I’m sure they did), that’s a lot of tweeting. And the message was always variations on the same: we’re sorry, this mistake was preventable, and we screwed up.
That’s powerful. Every company should have a plan in place for if/when they commit an error of this magnitude. And, of course, check WHY a tag is trending before you use it.
It seems like the tweet was only up for about 5 minutes, but they didn’t just delete it and pretend it hadn’t happened, they took responsibility. This is how you apologize.