DiGiorno Pizza had established a reputation as a quick witted tweeter’s until a careless error last night left them under attack and with their reputation on the line.
A video of NFL player Ray Rice punching his then-fiancée Janay Palmer led to thousands of people taking to Twitter to discuss their own experiences with domestic violence under the hashtag #WhyIStayed. Users were using the hashtag to fight the victim-blaming attitude of Palmer’s critics, who had questioned why she would marry a man who knocked her unconscious.
Jumping onto the popular hashtag, DiGiorno clearly didn’t look into its context before tweeting, “#whyistayed You had pizza.”
As you would expect the backlash was swift, and the pizza chain were quickly coming under rapid fire from hundreds of Twitter users. It was a boneheaded mistake, and one which the company clearly felt guilty about.
Instead of going into hiding, which would have been understandable considering the amount rage being spurted at them, DiGiorno took a mature approach and replied individually to all of those that they had offended.
They are sure to come under fire today for what was most definitely a dumb tweet. Their attempts to rectify the situation are refreshing, and hopefully this will be one of those incidents that gets recognised for what it is, a misunderstanding, and not something that is blown at out of proportion.
Is this a sign that we are learning to solve our social media arguments rationally? Surely not
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