Social media lessons from DiGiorno’s hashtag fail
PR professionals can learn a lot from DiGiorno’s addition to the #WhyIStay hashtag Monday night, which brand managers clearly didn’t know was linked to abuse.
DiGiorno may not be delivery, but its community manager certainly delivered a few lessons in social media PR this week.
In the wake of a video released by TMZ showing Baltimore Ravens running back Ray Rice punching his then-fiancée in a casino elevator, people took to Twitter to express empathy for Janay Palmer and tell their own abuse stories using the hashtags #WhyIStay and #WhyILeave.
The conversation on Twitter grew Monday night until #WhyIStay trended, at which point DiGiorno’s community manager made this ill-advised entry into the conversation:
Oh, you missed @DiGiornoPizza ‘s idiotic #whyistayed tweet? Here…I screen captured for you. #Stupid pic.twitter.com/ObKDGH4Dt7
— Ashley LaMar (@ashlilee) September 9, 2014
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