In the digital world, things can change within a few seconds, with just the click of a button. Home Depot can definitely attest to such sentiments given their recent fiasco over a tweet that left consumers in hysterics. For those who missed it, the home improvement and construction supply retailer landed in hot water after a racist tweet was posted on their Twitter time-line.
The tweet was suppose to be a promotional advertisement for ESPN's College GameDay sweepstakes, which Home Depot sponsors. However, the advertisement took a turn for the worse due to the gravely offensive image that accompanied the tweet. The image displayed a gorilla sitting between two African American males who actually appeared to be Home Depot employees.
The tweet read, “Which drummer is not like the others?”. Immediately after the tweet hit the time-line, many of the company's followers had no problems stating their disdain for the company's lack of professional etiquette. While the tweet has since been removed by the company, the damage had already been done. Several Home Depot followers, including NBC Washington reporter, Angie Goff, had no problem creating multiple screen-shots of the offensive tweet for reference.
— Angie Goff (@OhMyGOFF) November 8, 2013
Due to the outrage the tweet caused, Home Depot issued a brief statement of apology. The company also tweeted a brief apology for the incident, and also went so far as to inform customers of the actions that were taken toward the third party responsible for monitoring and operating the official Twitter account.
"We have zero tolerance for anything so stupid and offensive," said Home Depot spokesperson, Stephen Holmes.
We have zero tolerance for anything so stupid and offensive. Deeply sorry. We terminated agency and individual who posted it.
— The Home Depot (@HomeDepot) November 7, 2013