Twitter is a place where any thought that pops into your mind lands. It’s used for different reasons: professionally, advertising, venting, and a standard freedom of expression. Since the Internet has become a billboard for company advertising, it is no secret that Twitter is being used as well. Companies use it to advertise new products, answer customer questions, and give deals to loyal customers…but this open communication has been abused time and time again. We have seen the Twitter fails go from McDonalds, Vodafone, and Entenmanns to the latest flop, DiGiorno.
I personally follow DiGiorno on Twitter, because the posts are usually pretty funny. They hysterically advertise their pizza products by providing ridiculous commentary to their followers. But man, did they botch up this time. Domestic violence is quite prevalent all around the world, and has been receiving much more attention due to the recent NFL case dealing with Ravens player, Ray Rice. In an elevator video, Ray Rice is seen punching his wife, Janay, and when the NFL finally began to address the topic of domestic violence, the hashtag #WhyIStayed exploded on Twitter. This hashtag gave individuals affected by domestic violence the opportunity to share their personal stories, but rather than stay on topic, DiGiorno took a different route.
“#WhyIStayed you had pizza” was tweeted from their account (it has obviously been removed) and the media went into frenzy. The company has apologized profusely, but the damage has been done. Clearly, their PR crew has some work to do, and we should expect every post from them to be extra-careful. The only bright side is they personally responded to many of their followers who took offense, which demonstrates some responsibility. They could have either turned off their account completely, or just ignored the situation and issued an insensitive statement. At least they tried, right?
We love focusing on the companies who have Twitter fails, but other than that most of us probably couldn’t care less that these companies even have accounts. Do these companies even need to Tweet at all? I mean, some of them can be helpful but sometimes all they are is just clutter. I, personally, could do without.
DiGiorno Pizza Twitter. (n.d.). Twitter. Retrieved September 23, 2014, from
Griner, D. (nd.). DiGiorno Is Really, Really Sorry About Its Tweet Accidentally
Making Light of Domestic Violence. AdWeek. Retrieved September 23, 2014,