Join our Waitlist for Expert Advice!

The New England Patriots Twitter Fiasco Was Wrong for So Many Reasons The team's recent social-media disaster was more than just a fumble. And the apology was just as bad.

By Jason Fell

Gil C / Shutterstock.com

OMG. SMH.

The New England Patriots football team thought they'd cooked up a winning social-media marketing plan. It went like this: When the Patriots reached 1 million followers on Twitter, the team would "say thanks" by creating digital images of jerseys featuring people's Twitter handles. To get one, all anyone had to do was retweet this:

As you can imagine, lots of people did it and lots of personalized, digital Patriots jerseys were tweeted from @Patriots. It was all social-media magic until some jerk had the brilliant idea to create a Twitter account with a ridiculously offensive name and then retweet the Patriots.

The result? This socially horrible Twitter handle was blazoned atop a digital version of a Patriots jersey and then tweeted by the team. (If you really want to see the jersey in question, you can see it here.)

#FAIL

Related: 9 Mistakes Businesses Make on Social Media (Infographic)

And the Twitterverse cried out in collective offense. Some people called for NFL's top leaders to shut down the Patriots' Twitter account. Others, well, had a little more fun with it.

Either way, the campaign -- from conception to the apology -- was a disaster. Here's why.

Lack of brand protection.

The idea of "saying thanks" is great. Creating something neat for fans is nice, too. But any time you auto-create something that combines your branding with any type of content created by others, you risk associating your brand with something or someone you or others deem undesirable.

Related: Confessions of a Facebook Marketing Addict

An incomplete 'solution.'

You don't want offensive content coming through during your super-awesome social-media campaign. So, in this case, the Patriots created filters that blocked out anything that included pre-determined naughty words.

Note: Pre-determined. No matter how many minds you have working on creating these filters -- and no matter how unsavory those minds might be -- you're never going to think of and block every.single.offensive.thing.that.someone.can.say.ever.

As the old saying goes, it only takes one bad apple to spoil the barrel...

A half-apology.

Once the Patriots became aware of the controversy, the team deleted the offending tweet and sent this gem:

The team apologized but blamed it on the failed filtering system. In other words, sorry, but don't blame us. The system failed. It wasn't our fault.

Come on. Just apologize and own it. "Apologies" like this are cheap.

People suck.

This type of social-media fiasco happens to brands all too often. This one, just like the others, is more proof of just how pathetic some people can be -- anonymously on social media, no less. It's sad.

If you think you want to involve the crowd on social media for your business and everything will be sunshine and unicorns, don't be so sure.

Related: The Steps Businesses Can Take to Avoid a Serious Social-Media Blunder (Infographic)

Jason Fell

Entrepreneur Staff

VP, Native Content

Jason Fell is the VP of Native Content, managing the Entrepreneur Partner Studio, which creates dynamic and compelling content for our partners. He previously served as Entrepreneur.com's managing editor and as the technology editor prior to that.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Money & Finance

The Government Is Forcing Business Owners to Share Personal Data or Get Fined $10,000 — So Why Don't More People Know About It?

The Treasury Department wants to know who owns your business, and the smaller your business, the more attention you should pay.

Money & Finance

Customers Have a Favorite Payment Method — But 30% of Businesses Don't Accept It. Are You Driving Business Away?

This article examines the surprising gap between what consumers want in payment options and what small businesses currently offer. It also provides strategies for small business owners looking to adapt to these preferences and enhance customer loyalty.

Leadership

Could We Have The First Native American Woman Governor? DEI Expert Weighs In On What Allyship Should Look Like If History Is Made.

We can all learn more about what it means to be a better ally for those who are the "firsts" in their space. Here are three strategies around allyship this DEI expert recommends to her diversity, equity and inclusion (DEI) consultancy clients.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

'Additional Human Touch': Starbucks Has a Turnaround Plan That Includes Buying 200,000 Sharpies. Here's Why.

Faced with declining sales, Starbucks has a comeback plan that involves several changes to stores and menus. Here's a look at the changes coming to your store.