DiGiorno's Twitter manager posted too quickly and apologized profusely. Like many Twitter users, the manager didn't check the meaning behind a hashtag and used it to promote the frozen pizza. #WhyIStayed and #WhyILeft were trending about domestic violence-a topic related to the Ray Rice incident.
The response strategy is a great contrast to Progressive Insurance's approach a couple of years ago. In that situation, the company repeated tweets, inspiring the "robo-tweet" criticism.
- Find other examples of misused hashtags. (You'll see plenty of them.) In each case, what was the failing, and how well did the company recover?
- Evaluate each DiGiorno tweet. Why were these considered successful by AdAge and others?