Apologize, For Real

Somewhere along the line, many marketers started to believe that apologizing or showing culpability was something to avoid. But social media will not let you dodge that responsibility. If you mess up, apologize, or the pitchforks won’t go away.

Belvedere Vodka found out very quickly that social media won’t let you be insincere with your apology.

The company posted an image on its Facebook and Twitter accounts that appeared to be making light of sexual assault. The brand shifted the responsibility to the people reacting, instead of addressing the reason for the reaction itself. The above Tweet highlights the #apologyfail.

DiGiorno took the opposite approach with an apology that was actually sincere, even apologizing to individual users. It paid off, as many people responded to their Tweet thanking them or saying they accepted the apology.

"A million apologies. Did not read what the hashtag was about before posting.

— DiGiorno Pizza (@DiGiornoPizza) September 9, 2014"

Source: hootsuite

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