Social media lessons from DiGiorno’s hashtag fail

PR professionals can learn a lot from DiGiorno’s addition to the #WhyIStayed hashtag Monday night, which brand managers clearly didn’t know was linked to abuse.

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DiGiorno may not be delivery, but its community manager certainly delivered a few lessons in social media PR this week.

In the wake of a video released by TMZ showing Baltimore Ravens running back Ray Rice punching his then-fiancée in a casino elevator, people took to Twitter to express empathy for Janay Palmer and tell their own abuse stories using the hashtags #WhyIStayed and #WhyILeft.

The conversation on Twitter grew Monday night until #WhyIStayed trended, at which point DiGiorno’s community manager made this ill-advised entry into the conversation:

Oh, you missed @DiGiornoPizza ‘s idiotic #whyistayed tweet? Here…I screen captured for you. #Stupid

— Ashley LaMar (@ashlilee) September 9, 2014

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