In the following lines we will see some examples of large consumer companies that have made mistakes in their communication, arousing attention and indignation on the web. But a B2B company should not consider itself "safe", the errors it risks stumbling into are the same. Of course, it will hardly generate the same media hype, but this does not mean the impact on the business will be less serious: making the wrong move could mean losing a customer or an important order .
Web Communication Mistakes: Potentially Racist or Sexist Content
It's 2020 and it's pretty safe to say that no one intentionally conveys racist or cambodia telegram data sexist content anymore. This doesn't mean, however, that web communication in recent years has been completely free of slips and carelessness.
Let's start with H&M , a well-known Swedish clothing chain, which in 2018 had to withdraw a piece from its kids line. The reason? The image in the web catalog portrayed a black child wearing a sweatshirt with the words "coolest monkey in the jungle" written on it, the most fashionable monkey in the jungle. Many people online did not appreciate the choice to associate the small model with a word often used in a derogatory way to refer to black people . Overwhelmed by criticism on social media, by declarations of boycott (even by famous people), H&M had no choice but to publicly apologize, remove the offending photo and the piece from the collection.
Image Appears in H&M's Web Catalog and Accused of Being Racist
Fiat had already discovered at its own expense in 2013 that web communication is not something to be taken lightly. On March 8, hoping to pay a welcome tribute to the fairer sex, it published a singular promotion on its Facebook page: “Fiat celebrates women: today only, parking sensors included in the price!” . The value of the discounted optional was important, but it was not enough to save the company from the shower of dissent on the Facebook page. The use of one of the most inflated stereotypes, that women are not good at driving, raised a media storm. In this case too, Fiat had to backtrack, post a message of apology and extend the promotion to all drivers, without distinction of gender.
