"However, some posts on social media can turn against big brands, and that's exactly what recently happened to Disney. "Share a Disney quote that sums up how you're feeling right now!" they prompted their fans. But they got a little more than they anticipated: people really let them know how they were feeling, especially about the social and political state of the country."
"Disney isn't the first big company to experience such a massive social media fail. Just like many celebrities, other big brands have posted problematic content on their social media platforms before this as well. For example, in 2021, Burger King announced a cooking scholarship for female employees with a tweet that read, "Women belong in the kitchen," receiving enormous backlash. Although they followed up with "If they want to, of course," and statistics about how only 20% of chefs are women, the damage was done."
Social media transformed marketing by enabling brands to gain popularity and credibility through engagement in comments and relatable posts. Replying to comments on Threads can boost brand engagement by an estimated 42%. A Disney prompt asking fans to 'Share a Disney quote that sums up how you're feeling right now!' generated unexpectedly critical responses about the country's social and political state. Disney deleted the thread, which produced a Streisand effect as screenshots went viral and increased backlash. Large brands periodically face similar social-media missteps; for example, Burger King received massive backlash in 2021 after tweeting 'Women belong in the kitchen' despite follow-up clarification and statistics.
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