AT&T’s 9/11 Tweet Doesn’t Go Over Well

    September 11, 2013
    Chris Richardson
    Comments are off for this post.

While the mobile industry is being owned by Apple’s iPhone Event, one of the primary distributors of Apple’s flagship device is making news as well. The problem is, it’s not the for the same reasons as the upcoming iPhone 5S/C. Instead, AT&T tried to leverage the significance behind the day’s date (9/11) for commercial reasons, and issued a truly misguided tweet that has since been deleted. That, however, didn’t stopped some publications from screen capturing AT&T’s not-at-all thought out social media marketing attempt.

Thanks to Ars Technica’s timely editors, the tweet in question–as well as some of the reaction–has been captured for all to see:

AT&T Tweet
Click for full size

After seeing something like that, one wonders if these corporate social media managers have to answer to anyone before such things are posted. Surely, someone on AT&T’s web content staff had to see the 9/11 ad tweet and say, “Hey guys, is this really the best idea?” Of course, that person may have been treated in the following manner:

Board Meeting

After the derision set in, AT&T removed the offending tweet and posted an apology, which didn’t really achieve the intended goal, at least from the perspective of the outspoken:

It should be noted that before it was deleted, the original tweet had a decent amount of retweets and favorites, as does the apology. While some are probably saving these posts for later use, it also indicates not everyone was offended by AT&T’s social media advertisement, disguised as a memorial post. The discussion over at Facebook indicates as much.

Oh yeah. AT&T posted the same thing over at their Facebook page. Naturally, that has also been deleted, replaced by pretty much the same apology. That’s some social media winning at it’s finest, folks.

[Lead image courtesy]
  • MrM

    If corporations are people they are just about the vilest, meanest, most disturbingly immoral dickheads on Earth. There is NOTHING they will stop for in their relentless pursuit of a buck.

  • http://chairmanmigo.com Miguel

    We are seeing more and more of this lately. Not sure if it is young managers that don’t think through the posts or if marketing managers are not paying attention. Just because you can make content quickly and share it quickly doesn’t mean it shouldn’t go through the same process ads(content) use to go through. Had they just twitted something sincere about 9/11 it would have been RT many times and they would have still got the PR they wanted. Just seems like there is no control over some of these social media marketers.

  • Jock

    I think its good! what a good way to pay respect! good job lads !!