Today, AT&T tweeted what they thought to be a respectful tribute to those impacted by the events that occurred 12 years ago on this day. About an hour later, the tweet was removed and replaced with a poorly-crafted apology to anyone who may have been offended.
Unfortunately for AT&T, the attempted apology was not well received, some individuals commenting that it was no apology at all. Comments accused the company of using this as an opportunity to advertise and product placement is no way to show respect. I couldn’t agree more. They definitely could have gone about this in another way.
As referenced in an AdWeek article, AT&T should take a tip from American Express. When it comes to posting about a national tragedy, or any sensitive subject for that matter, take your product out of it. People will know who posted it and may actually appreciate your brand more for it.
So, what do you think about how AT&T handled the situation?