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Kenneth Cole tweet backfires
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February 3, 2011
Social media backlash: What not to tweet
The social media world is abuzz today after fashion mogul Kenneth Cole’s attempt at promoting his fall collection through Twitter backfired. Twitter users swiftly lashed out after Cole linked the promotion to the anti-government protests in Egypt in a personal tweet. Many of them have threatened to boycott the company’s product for the perceived insensitivity. “This definitely falls under the what-not-to-tweet category. Do not try to capitalize on an event such as political unrest on a topic that deeply affects people's lives – not only in that country but around the world,” said SFU communication assistant professor Peter Chow-White. “Kenneth Cole did the right thing by apologizing for a seriously under thought out marketing tactic. It also shows the mash-up of social life in online networks where grassroots politics can meet commercial interests in the same hashtag.”
Peter Chow-White, 778.782.7289; petercw@sfu.ca
The social media world is abuzz today after fashion mogul Kenneth Cole’s attempt at promoting his fall collection through Twitter backfired. Twitter users swiftly lashed out after Cole linked the promotion to the anti-government protests in Egypt in a personal tweet. Many of them have threatened to boycott the company’s product for the perceived insensitivity. “This definitely falls under the what-not-to-tweet category. Do not try to capitalize on an event such as political unrest on a topic that deeply affects people's lives – not only in that country but around the world,” said SFU communication assistant professor Peter Chow-White. “Kenneth Cole did the right thing by apologizing for a seriously under thought out marketing tactic. It also shows the mash-up of social life in online networks where grassroots politics can meet commercial interests in the same hashtag.”
Peter Chow-White, 778.782.7289; petercw@sfu.ca