I’m not sure this is what Skittles had in mind when they relaunched their website as a Twitter search. In theory, the idea was to turn Skittles.com into a one-stop shop for all Skittles-related activity on the Internet. In practice, however, Twitter users quickly learned that whatever they put in their tweet would be included on the front page of Skittles.com.
When I visited Skittles.com shortly before writing this story, the front page was literally flooded with racial epithets, one right after another, with the word ‘Skittles’ appended to the end of each tweet. I took a screenshot of what I saw; be advised that the first image in the gallery above is offensive.
A filter for the site’s feed probably would have been a good idea, but instead Skittles.com launched a pop-up disclaimer that forces you to enter your birth date and acknowledge that Skittles isn’t responsible for any of the information other people post on the site.
Is this a sufficient protection for Skittles? We’ll find out soon, I’m sure.
Catastrophic Candy Branding
Skittles Relaunches Website as Twitter Search, Offensive Tweets Ensue
Trend Themes
1. Real-time Social Media Integration - Companies should explore ways to integrate real-time social media content into their websites, but with appropriate filters to ensure a positive user experience.
2. User-generated Content Moderation - There is a need for effective moderation tools and strategies to manage user-generated content and prevent offensive or harmful posts from appearing on public platforms.
3. Online Brand Reputation Management - Brands should prioritize online reputation management to promptly address negative content and protect their brand image.
Industry Implications
1. Social Media Marketing - Social media marketing agencies can help brands implement real-time social media integration strategies and develop effective content moderation solutions.
2. Content Moderation Technology - There is a growing demand for innovative content moderation technology that can effectively filter and moderate user-generated content across various online platforms.
3. Digital Branding and PR - Digital branding and PR agencies can assist brands in managing their online reputation and developing strategies to mitigate potential brand risks.