7 Worst Tweets of 2012
Model for Hollister posts racist “squinty-eye” photo.
While on a fashion shoot in Korea, a male model for Abercrombie & Fitch clothing label Hollister tweeted this crude picture of himself. When followers called him on it, he wrote, “Hahahaha they ruhhvvvv ittt!,” further inflaming local sensibilities.
What went wrong: In this case, outraged Koreans initiated a campaign to boycott the store.
Solution: You must have a social media policy and show it to employees. Emphasize that tweets--even on private accounts--may ultimately reflect on the company. Many social media management systems have online tutorials that hammer this home.