CHAPTER 11EGG ON YOUR FACEAVOIDING THE BIG MISTAKES

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GAFFES, FAUX PAS, SCREW-UPS . . .

Imagine a revolution taking place in a country where millions of people take to the streets, hundreds are killed, even more injured, and as a result, the nation’s leadership resigns. Then an American clothing designer puts out a message saying, “Millions in uproar—rumor is they heard our new spring collection is available online.” Venerable clothing designer Kenneth Cole tweeted that message in February and March 2011, kicking off a season of the biggest gaffes in corporate social media since the inception of Twitter.

Less than two weeks later, Gloria Huang, ...

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