7 Worst Tweets of 2012

Courtesy Twitter
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Gap uses Hurricane Sandy for sales promo.

On October 29, as Hurricane Sandy churned up the East Coast, clothier Gap took to Twitter.
What went wrong: After a flood of angry comments from customers, Gap hastily pulled the tweet, then offered a lukewarm apology, saying it only meant “to remind all to keep safe and indoors.”
Solution: On Twitter, authenticity and compassion are paramount. Callous ads, particularly those dressed up as safety warnings, are a recipe for a PR disaster. And halfhearted apologies won’t cut it.