Has Facebook ever pinged your cell phone asking, “Are you OK?”
In the immediate aftermath of a bomb blast in Lahore, Pakistan that killed and injured dozens of people on Sunday, Facebook sent that message to many users.
The problem? The social media giant sent it to people who were thousands of miles away—including parts of the U.S.
It looked like this:
The confusion had Facebook’s media relations team working overtime this Easter weekend in the form of sending several “We’re sorry” statements.
“We have activated Safety Check in Lahore," an initial statement read. "We apologize to anyone who mistakenly received a notification outside of Pakistan and are working to resolve the issue.”
While some saw the opportunity to make jokes at Facebook’s expense, others were quick to remind people of the tragedy that occurred:
To make up for their failed attempt at easing the situation, Facebook’s Disaster Response team posted this explanation on Sunday afternoon:
Although it’s often best to act quickly during a crisis, sometimes mistakes happen—and PR pros and crisis managers are left to pick up the pieces.
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