It seems even those perceived to be leaders in social media can fluff it sometimes. First National Bank was forced to apologise on Tuesday after sending out a message on Twitter that it has since admitted was a “lapse in judgment”.
FNB’s official Twitter account, @rbjacobs, sent dozens of tweets to upset Twitter users on Tuesday, apologising and saying it was not the intention to cause any offence.
The storm erupted when @rbjacobs replied to a Twitter user called Stu (@gormleystuart) who had asked where Steve — the character in the bank’s radio advertising campaign — had disappeared to. “He’s some where [sic] in Afghanistan, putting a bomb under a wheelchair and telling the cripple to run for it!” was the bank’s reply.
FNB has since deleted the offending tweet and asked angry Twitter users for forgiveness. The @rbjacobs account has more than 37 000 followers. The bank tweeted that the reply was meant as a joke, but had backfired. “I did intend it as a joke, but it’s not the least bit funny.”
Shortly after 11am, @rbjacobs tweeted: “FNB is disappointed in & sincerely apologises for the tweet re Steve. The comment conflicts with our corporate values and has been retracted.”
This was followed immediately be a tweet from the bank’s CEO, Jacques Celliers: “Apologies for the @rbjacobs wobble … experts are investigating quickly.”
One Twitter user even wondered if FNB’s official account had been hacked. Another, David Anthony Alves (@Green_Guerrilla) said: “FNB has failed at social media today.”
In reply to a message from @RomyJanari, @rbjacobs tweeted: “I’m sorely disappointed in my own lapse in judgment. Please accept my apologies. I didn’t intend to cause offence!”
Cerebra CEO and social media expert Mike Stopforth retweeted the offending tweet, saying: “Not even remotely funny.” — (c) 2014 NewsCentral Media
