A Twitter post seen as offensive can change a marketing strategy

A Twitter post seen as offensive can change a marketing strategy

KLM Royal Dutch Airlines has a strong

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social media marketing presence. They post whimsical and witty posts on a variety of social channels and offer customer service via Twitter. One post however was perceived by many as too witty and even as offensive.

Everyone wants to celebrate World Cup soccer victories and KLM chose to do so in a Twitter post. After the Netherlands (KLM is the Netherland’s national flag carrier) beat Mexico, knocking them out of the competition, KLM tweeted “Adios Amigos! #NEDMEX” That means “goodbye friends” in Spanish. The tweet also contained a photo of an airport sign with an arrow pointing to departures as explained by Time Magazine online. That would have been an acceptable post, but KLM’s social media team, took it a step further by Photoshopping the face of a man with a mustache and a sombrero (traditional hat) onto the departures sign. Many people found this post to be insensitive because it played on stereotypes. Not all Mexicans have mustaches and not all Mexicans wear sombreros. The post was deleted within an hour, but not before thousands of people retweeted it and some expressed their outrage. Time Magazine called this, “dumb,” and quoted Mexican actor Gael Garcia Bernal’s explicit tweet in response to the social media gaffe. In short, if you want to make a point on a social media channel, then be sure that it won’t offend anyone, especially an entire nation.

KLM allegedly apologized as did Garcia Bernal for his strong remarks. You may see the two tweets here.

Search Light Internet Marketing offers social media management for businesses as well as Search Engine Optimization (SEO) campaigns. SEO refers to getting your website ranked highly on search engines when people search for terms related to your business. An optimized website can help drive traffic to your business. To learn more, visit www.SearchLightIM.com or call 347-871-4141.

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Glenn

Glenn

Chief Content Officer at Searchlight Online Marketing
Glenn

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