Another advertising agency has committed billable hour suicide from a gainful client. @HomeDepot apologized about a tweet that some say was racist. The tweet featured a photo of two Black Men and a man in a gorilla costume playing the drums and read, “Which drummer is not like the others?”
Home Depot promptly removed the racist tweet; apologized, and the company is now on an (apology binge) for any offense that it rendered. Apologize…COPY… PASTE… Apologize… COPY… PASTE…lol
We have zero tolerance for anything so stupid and offensive. Deeply sorry. We terminated agency and individual who posted it.
— The Home Depot (@HomeDepot) November 7, 2013
Home Depot is owning the mistake; apologizing was a good tactic.… calling it stupid, dumb — and it was stupid and dumb; however, it wasn’t empathetic to the community it may have offended (African-Americans).
POSSIBLE VERBIAGE INTEGRATED INTO ITS STATEMENT:
We regret and deeply apologize to those parties that this may have offended… yadda yadda That is not representative of the inclusive culture we represent and practice at Home Depot… yadda yadda.
SOCIAL MEDIA TID-BIT:
When I worked for a high-profile client implementing its social media strategies — I had to send my social media (twitter) content posts to corporate to be pre-approved by a team and throughout the month I would engage using the RED, YELLOW, GREEN strategy. RED and questionable posts required approval.
Do you think Home Depot handled this crisis effectively?