The case could be made that social media users are becoming more tolerant of ads within their social media platforms, but that doesn’t translate to them putting up to what they perceive to be corporate pandering. However, a little bit of time to think it over can also mean a change of mind.
Cinnabon, that delectable bakery chain in many a shopping mall, released a tweet that they say, and I believe, was meant to be in honor of the late Star Wars actress. However, since the company used its product within the tweet image, other twitter users weren’t having it at first.
In a different context, perhaps on Fisher’s birthday or on the opening of the next Star Wars film she starred in, this image would seem to be more appropriate to some. However, since it was uploaded upon the announcement of her death, Twitter wasn’t so kind in its initial reaction.
— Julie Alexandria (@JulieAlexandria) December 27, 2016
— Adrian Crawford (@Crawf33) December 27, 2016
Our deleted tweet was genuinely meant as a tribute, but we shouldn’t have posted it. We are truly sorry.
— Cinnabon (@Cinnabon) December 28, 2016
And then, perhaps in a rare instance of the Internet realizing that a corporation actually, truly, not only felt bad about what happened, but made the tweet as an honest to goodness tribute, seemed to recant.
@Cinnabon your tweet was awesome. Don’t let butthurt millennials who actively seek controversy keep you down.
— Ryan Chase (@Secordry2) December 28, 2016
@Cinnabon Where has all the sense of humour gone these days? I bet Carrie would’ve laughed at the pic.
— PetriVee (@PetriVee) December 28, 2016
@Cinnabon Just saw it and I like it. And i’m a sensitive, PC, liberal feminist. I actually thought it was sweet.
— Janet Beatrice (@janet444) December 28, 2016
@Cinnabon I, for one, will celebrate your awesome tweet and mock the naysayers by having a Cinnabon ASAP! Who’s with me?!
— Brandon Meng (@thewinorhino) December 28, 2016
Moral of the story? Businesses and organizations should tread lightly when putting up any social media posts regarding the passing of celebrities, even if they truly loved them. If they feel compelled to do so, the best bet is to not try and incorporate it into the business in any way by including a logo or a revision of a slogan. Instead, share the same type of photos most personal accounts are sharing.
While Cinnabon may come out on top on this one, at least when it comes to a positive PR standpoint, it’s a gamble and one that can backfire more often than not. May the Force be with you.