In case you don’t follow DiGiorno, (I found the story on PR Daily) in the midst of the social media conversation about domestic violence surrounding the Ray Rice scandal through the #whyIstayed and #whyIleft hastags DiGiorno tweeted “#WhyIstayed there was pizza”.
Of course, the tweet was immediately taken down and DiGiorno apologized. In what I believe is the least sincere apology they could have offered, DiGiorno tweeted “A million apologies. Did not read what the hashtag was about before tweeting.”
I am not sure if they believed that people would believe this was a sincere apology. I certainly don’t believe it.
They responded and apologized more genuinely to personal tweets. But, at that point it was too little too late.
DiGiorno is not the first company to make this unfortunate mistake. Which is why I think big companies like DiGiorno should avoid Twitter trends. Some of the best company tweets have not been in response to national conversations.
Arby’s tweet about Pharrell’s hat comes to mind. So I think big brands should avoid national Twitter trends and work to make a splash on Twitter in their own way.