Social media blunders can turn into PR nightmares faster than you manage to delete a post or a tweet.
One wrong image or caption, and suddenly your brand is facing a full-blown crisis.
But every disaster is a chance to learn.
In this guide, we list 15 examples of social media crises and the lessons they teach us.
It’ll help you avoid making the same mistakes and explore potential crisis migration techniques.
What Is a Social Media Crisis?
A social media crisis happens when negative content (mentions, comments, etc.) about your brand rapidly spreads online.
It can start with a poorly perceived post, ad, or customer complaint.
These situations can seriously damage your sales numbers, brand reputation, and customer relationships. If not addressed quickly.
Let's dive into the top social media crisis examples and see how various brands tried to fix them.
1. Balenciaga’s teddy bear mishap
Source: The Sun
In November 2022, Balenciaga launched an ad campaign that quickly backfired.
The ads showed children holding teddy bears wearing what looked like bondage gear.
Social media users were outraged.
Many accused the brand of sexualizing children and promoting inappropriate content.
As a result, Balenciaga lost about 100,000 Instagram followers, fell out of the Lyst Index's top 10 brands, and saw a decline in sales
Balenciaga’s response:
Balenciaga's response to the social media crisis unfolded in stages.
- Initially, they denied responsibility and even filed a lawsuit against the production company.
- However, after a week of intense public backlash, the brand changed its course.
- They issued apologies from the company’s leadership, took responsibility for the "grievous errors," and announced new content validation procedures to prevent future missteps.
Lessons learned:
Here’s what we learned from Balenciaga's teddy bear disaster:
- They created even more backlash by first denying everything. Make sure to own your mistakes.
- It took them a whole week to say sorry. That's way too long for social media.
- In the end, the company’s leadership—CEO and creative director—spoke up. Getting your top people involved when addressing a crisis is a good idea.
- The company developed new rules to avoid similar situations in the future. This is something you should always implement when crises happen.
- Even after the apologies, the brand faced ongoing issues. Expect lasting consequences when such crises arise.
2. British Museum’s misguided meme
Source: Art News
In March 2024, the British Museum posted a meme that quickly sparked social media outrage.
The post suggested "girlies" visit their Roman Army exhibition to find men by "looking confused."
It was meant to riff on a TikTok trend about men pondering the Roman Empire.
Social media users, especially academics, criticized the post as sexist and unprofessional.
British Museum's response:
- The museum initially defended the post as a joke about "mansplaining" in the comments.
- They claimed they weren't suggesting women "need to look for dates or pretend to be stupid."
- After continued backlash, they deleted the posts from Instagram and TikTok.
- The museum then issued an official apology for the misstep.
Lessons learned:
Here are a few lessons we can learn from this social media crisis:
- Don't try to be "trendy" at the expense of your company's reputation.
- Consider how different audience segments might perceive your content.
- Have a clear and thorough review process for social media posts.
- When you make a mistake, apologize quickly instead of defending it.
- Remember that attempts at humor can easily backfire on official accounts.
- Be cautious when adapting trends from one platform (TikTok) to another (Instagram).
3. United Airline’s passenger removal incident
Source: WSJ
In April 2017, United Airlines faced a PR nightmare when a video went viral.
It showed a passenger being forcibly dragged off an overbooked flight.
The 69-year-old man, Dr. David Dao, was visibly injured and bloodied.
Social media exploded with outrage, and the incident made global headlines.
The consequences?
United’s stock dropped by about $1.4 billion in market value.
Not to mention the social media backlash and brand reputation damage.
United's response:
United's handling of this crisis was a masterclass in what not to do.
- First, they only apologized for "re-accommodating" passengers.
- An internal memo leaked, calling Dr. Dao "disruptive and belligerent."
- Finally, the CEO Oscar Munoz sent an email that seemed to blame the victim.
- And only after the backlash peaked they issued a proper apology.
Someone on X (Twitter) even created a fake Munoz profile with the backdrop saying “If we cannot beat our competitors, we beat our customers”:
Lessons learned:
- Don't wait to apologize properly. Especially when it’s a situation involving damage done to your customers.
- Never, ever blame the victim. It will only make the situation worse.
- Keep your internal communications in check. Leaks happen, and they can make things way worse.
- Remember that smartphones are everywhere. Assume everything will be filmed and shared.
- Get your leadership on the same page immediately. Mixed messages are a recipe for disaster.
4. H&M's "Coolest Monkey" catastrophe
Source: The Hollywood Reporter
In January 2018, H&M posted an ad featuring a young Black boy wearing a hoodie with "Coolest Monkey in the Jungle" printed on it.
Social media instantly erupted, accusing the brand of racism and insensitivity.
Several celebrities and influencers also called for a boycott of the brand.
The backlash was particularly intense in South Africa, where protesters trashed several H&M stores.
As a result, H&M's sales took a hit, dropping significantly in the following quarter.
H&M's response:
- They quickly pulled the ad and issued an apology.
- The company promised to review its internal processes.
- They appointed a diversity leader to address cultural sensitivity issues.
- H&M engaged with community leaders to discuss concerns and make amends.
Lessons learned:
- Cultural awareness is non-negotiable. What seems innocent can be deeply offensive.
- Get diverse perspectives before hitting 'publish'. It could save you a lot of trouble.
- React fast when crises happen. H&M's quick response probably prevented an even worse fallout.
- Expect long-term consequences. A single misstep can impact sales for months.
- Follow through on promises. H&M's diversity leader appointment showed they were serious about change.
5. Dove’s Facebook ad fiasco
Source: The New York State Senate
In October 2017, Dove went through a social media crisis over a Facebook ad.
The 3-second video showed a Black woman removing her shirt to reveal a white woman underneath.
Makeup artist Naomi Blake called out the ad as "tone deaf" and racist on social media.
The image spread within hours, with many accusing Dove of suggesting Black skin is dirty.
Critics also pointed out how the ad echoed historical racist soap ads.
Dove's response:
- They quickly pulled the ad from Facebook.
- The company apologized on social media, admitting they "missed the mark."
- Dove explained the ad was meant to celebrate diversity.
- They acknowledged they "got it wrong" and expressed deep regret.
- Some critics found this apology wasn’t enough, leading to further backlash.
Lessons learned:
- History matters. The ad accidentally tapped into some seriously problematic old soap ads.
- Again, always get diverse perspectives on your content. Someone might have spotted the issue before it went live.
- Good intentions aren't enough. Dove meant well, but the execution was a disaster.
- In the case of a crisis, apologize properly. Dove's first attempt didn't cut it.
- Even brands with a good track record can go through a crisis. Dove's reputation and brand mission couldn’t save them here.
6. KFC’s chicken shortage social media crisis
In February 2018, KFC in the UK faced quite a crisis.
They ran out of chicken. Yes, a chicken restaurant without chicken.
Over 600 of their 870 UK stores had to close over issues with a new delivery partner (DHL).
And, of course, social media exploded with #ChickenCrisis and #KFCCrisis posts.
But the restaurant chain handled it well.
KFC's response:
- They quickly acknowledged the problem and kept customers updated on social media.
- They set up a website showing which stores still had chicken.
- KFC ran a full-page newspaper ad with "FCK" on an empty chicken bucket.
- The ad apologized with humor and explained what went wrong.
- They kept the communication flowing daily, reassuring their customers.
- KFC didn't publicly blame DHL for the mess.
Here’s the above-mentioned newspaper ad:
Source: The Straits Times
Lessons learned:
- A dash of humor can help in crisis management—if the situation allows for it.
- Be transparent. KFC's honesty about the situation helped calm the waters.
- React fast. KFC's quick response prevented the situation from getting even more fried.
- Use all the tools in your communication toolkit. KFC went multi-channel with their message.
- Stay true to your brand. KFC always uses a playful and humorous tone of voice in its communications, and its reaction felt very natural.
7. Delta’s uniform policy controversy
Image source: New York Post
In July 2024, Delta faced a social media backlash over a uniform policy.
Two flight attendants were spotted wearing small Palestinian flag pins on their uniforms.
A social media user posted photos, calling them "Hamas badges" and asking what passengers should do.
Delta's social media team responded by saying they'd be "terrified as well."
Of course, the internet exploded, accusing Delta of anti-Palestinian bias and calling for boycotts.
Delta's response:
- They deleted the initial inflammatory response and apologized.
- The employee behind the social media blunder was removed from Delta's social channels.
- Delta introduced a new policy: no pins representing any country except the US.
- They claimed this was to ensure a "safe, comfortable welcome environment for all."
- Critics saw this as an overreaction and potentially silencing workers.
Lessons learned:
- Think before you tweet, and create specific guidelines and a thorough review process for your social media team. Delta's response made the actual crisis.
- Staying neutral is tricky business. Delta's attempt at damage control didn’t make the situation better.
- Policy changes can backfire. The pin ban generated even more ambiguity than before.
- Stand by your people. Delta faced criticism for not supporting the photographed flight attendants.
- Address the root cause, not just the symptoms. Changing policy without tackling underlying issues is not enough.
8. Gillette's "The Best Men Can Be" Campaign
In January 2019, Gillette decided to tackle toxic masculinity with their new project.
Their "The Best Men Can Be" campaign included a short film addressing bullying and harassment. The video showed negative male behaviors and urged men to "be better."
It quickly went viral, generating millions of views in days.
Social media had polarized reactions—praise from some, and outrage from others.
Critics accused Gillette of stereotyping all men as badly behaved or toxic.
Some users also created the hashtag #BoycottGillette, and it quickly started trending.
Gillette's response:
- Gillette stood firmly behind their campaign message.
- The company emphasized its goal was to spark conversation about positive masculinity.
- Gillette pledged $1 million annually for three years to non-profits helping men.
- They engaged in dialogue with both supporters and critics across platforms.
- The brand followed up with more inclusive campaigns, including one featuring a transgender man.
Lessons learned:
- Tackling social issues is always challenging. It can win praise but also alienate customers.
- Authenticity is key. Some questioned Gillette's motives, highlighting the need for consistent support of social causes.
- Be prepared for pushback. Gillette's firm stance showed the importance of standing by brand values.
- Actions speak louder than words. Gillette's follow-up campaigns and donations reinforced their sincerity.
- Know your audience. The campaign revealed potential disconnects between Gillette and its customer base.
9. Kellogg's CEO's "Cereal for Dinner" controversy
Source: Complex
In February 2024, Kellogg's CEO Gary Pilnick suggested families eat cereal for dinner to save money during a CNBC interview.
Pilnick was promoting Kellogg's "cereal for dinner" campaign amid rising food prices.
Social media exploded, accusing Pilnick of being out of touch with economic realities.
Critics compared his comments to Marie Antoinette's infamous "let them eat cake” and the hashtag #BoycottKelloggs started trending on TikTok.
Kellogg's response:
- The company initially stayed quiet, which only fueled the fire.
- As of early April 2024, no official response had been issued.
- Kellogg's social media accounts and press releases ignored the controversy.
- This lack of response allowed the backlash to grow unchecked.
Lessons learned:
- Context is essential. Business-speak doesn't always translate well to the general public.
- Silence isn't always a good idea. Kellogg's lack of response caused the situation to spiral.
- Make sure your marketing campaigns and leadership are on the same page.
- Sometimes, the CEO isn't the best spokesperson for sensitive topics.
- Consider the long-term impact. This misstep could affect Kellogg's brand for a while.
10. Peloton’s Controversial Holiday Ad
In November 2019, Peloton released a holiday ad that quickly got a lot of negative attention.
The 30-second spot showed a woman documenting her year-long journey with a Peloton bike gifted by her husband.
Critics slammed the ad as sexist and promoting unhealthy body image standards.
Social media exploded with parodies, memes, and outrage.
As a result, Peloton's stock took a hit, dropping about 9% in the days following the controversy.
Peloton's response:
- They initially defended the ad, saying it was meant to celebrate fitness and wellness.
- The company expressed disappointment in how some people misinterpreted the commercial.
- Peloton highlighted positive feedback from customers who "got" their message.
- Despite ongoing criticism, they didn't pull the ad from circulation.
Lessons learned:
- Consider diverse perspectives when creating ads and social media content. What seems innocent to some may be offensive to others.
- Context is crucial when dealing with sensitive topics like gender and body image.
- Your initial response matters. Peloton's defense, rather than acknowledgment, prolonged the issue.
- Ensure your marketing aligns with your brand values and customer expectations.
11. Lululemon's sheer yoga pants crisis
Source: CNBC
In 2013, Lululemon recalled 17% of their women's yoga pants for being too sheer.
The issue quickly became the talk of social media and news outlets.
Founder Chip Wilson then poured fuel on the fire in a Bloomberg TV interview. He suggested some women's bodies "just don't actually work" for their pants.
As a result, Lululemon saw a stock value drop, followed by ongoing social media criticism.
Lululemon's response:
- They swiftly recalled the problematic pants from stores.
- The company apologized and promised to improve quality control.
- After Wilson's comments, Lululemon distanced itself from his statements.
- Wilson stepped down as chairman in December 2013.
- CEO Christine Day announced her departure in June 2014.
Lessons learned:
- Quality control is key. One faulty product can lead to a major PR disaster.
- Leaders' words matter. Wilson's comments showed how quickly a founder can damage a brand.
- Respond quickly and appropriately. Lululemon's product recall was fast, but handling the aftermath was messy.
- Don't blame the customer. Ever. Wilson's body comments were another masterclass in what not to do.
- Keep your messaging consistent. The gap between official statements and Wilson's comments created confusion.
12. Snapchat's domestic violence ad disaster
Source: The Sun
In March 2018, Snapchat approved an ad for a game asking users to choose between "Slap Rihanna" or "Punch Chris Brown."
The ad referenced the 2009 assault on Rihanna by Chris Brown.
Users quickly spotted the ad and shared screenshots, sparking outrage on social media.
Rihanna also issued a statement on Instagram accusing Snapchat of intentionally shaming domestic violence victims.
As a result, they lost about $800 million from Snap Inc.'s market value.
Snapchat's response:
- They quickly removed the offensive ad from their platform.
- The company issued an apology, calling the ad "disgusting" and a violation of their guidelines.
- Snapchat blocked the game from advertising and launched an internal investigation.
- They explained that the ad was approved in error, acknowledging a breakdown in their review process.
Lessons learned:
- Ad review processes are crucial. One slip-up can lead to a major crisis.
- Celebrity involvement can turn a bad situation into a catastrophe.
- Quick removal of offensive content isn't always enough to fix the situation.
- You need to be extremely sensitive when dealing with serious issues like domestic violence.
- Social media platforms bear responsibility for the content they allow, including ads.
13. Papa John's Founder's racial slur controversy
Source: Morehouse college
In July 2018, Papa John's Founder John Schnatter used a racial slur during a conference call in May.
He said, "Colonel Sanders called blacks n-----s," complaining Sanders never faced backlash.
The call was meant to be a PR training exercise. Ironically.
When Forbes broke the story two months later, social media exploded with outrage.
Papa John's response:
- Schnatter initially confirmed the allegations and apologized.
- He resigned as chairman of Papa John's board on July 11, 2018.
- The company launched a campaign showcasing efforts for a more inclusive environment.
- Papa John's ordered a third-party audit of its practices.
- After that, Schnatter claimed he was set up, saying the call was recorded without his knowledge.
Lessons learned:
- Words matter, even in "private" conversations. What happens on conference calls doesn't always stay on conference calls.
- Act fast when a crisis hits. Papa John's quick distancing from Schnatter helped with damage control.
- Be transparent about fixing the problem. The third-party audit showed Papa John's was serious about change.
- Leadership sets the tone. One person's actions can impact an entire company's image.
14. Tesla’s “funding secured” tweet crisis
Image source: ISS Insights
In August 2018, Elon Musk, Tesla's CEO, tweeted about taking Tesla private at $420 per share, claiming "funding secured."
This led to a major controversy and an SEC (The U.S. Securities and Exchange Commission) investigation.
First, Tesla’s stock price soared. But it quickly became clear that funding was not actually secured.
The SEC then launched an investigation and Tesla's stock became volatile.
They also sought to distribute $40 million plus interest to affected investors.
Tesla’s response:
- Musk clarified he was in talks with Saudi Arabia's sovereign wealth fund.
- He settled with the SEC without admitting guilt, stepping down as chairman and paying a $20 million fine.
- Tesla paid an additional $20 million penalty and agreed to oversee Musk's company-related social media communications.
Lessons Learned:
- Social media statements can have significant financial implications.
- CEO communications need more oversight in public companies.
- Transparency and accuracy are crucial in financial disclosures.
- Regulatory bodies take misleading statements seriously, even on social media.
- Crisis management should include rapid response and clarification.
15. Bud Light's Dylan Mulvaney partnership backlash
Source: Them.us
In April 2023, Bud Light partnered with transgender influencer Dylan Mulvaney for a promotional campaign.
This led to unexpected controversy and significant business impact.
The partnership faced criticism from conservative figures, quickly escalating into calls for a boycott.
Social media amplified the controversy, affecting brand perception and sales.
Bud Light's US sales dropped by about 15% in Q2 2023, and the brand temporarily lost its position as America's best-selling beer.
Bud Light's response:
- CEO Brendan Whitworth released a statement on April 14, seemingly distancing the company from the partnership.
- Two executives were reportedly put on leave.
- The company's response was perceived as not fully supporting their initial decision and partner. Which created even more backlash.
Lessons Learned:
- Consistency in brand values is essential, especially during controversies.
- Strong support for partnership decisions can reinforce brand integrity.
- Crisis management should prioritize standing by intentional, inclusive marketing choices.
- Transparent communication with all stakeholders is essential during controversies.
- Brands need to be prepared for potential backlash when engaging with socially progressive issues.
Key takeaways: strategies for managing social media crises
So, what have we learned from these 15 examples of social media crises?
Let’s summarize it.
Ensure fast response
We saw that a fast response is crucial when a crisis hits.
Companies like KFC and H&M demonstrated that quick, thoughtful responses can help mitigate damage.
Ideally, you need to spot the issue within minutes and respond within hours—not days.
The good news is: tools like Talkwalker for Crisis Management help you monitor online conversations 24/7 and instantly identify potential crises.
Stay true to yourself
It’s also essential to stay authentic and consistent when you issue an official response.
Remember to stick to your values and brand personality.
For example, KFC got positive feedback for its helpful yet humorous reaction. And Gillette was praised for staying firm on its values,
On the contrary, Bud was criticized for changing its course on featuring a transgender person after the first wave of criticism.
Ensure diversity
Next, always add diverse perspectives to your content creation process.
Many crises, such as those faced by Dove, H&M, and Peloton, could have been avoided with more diverse input.
For example, having more female involvement in the campaign could prevent Peloton's ad from being seen as sexist.
Keep your leadership in the loop
As seen in the Papa John's and Lululemon cases, company leaders' actions and responses can make or break a crisis.
Ensure that your leadership is aligned with the company’s values and official stance.
You also need to train and prepare them to address issues directly and appropriately.
Improve crisis management with social media listening
If you take away one thing from the examples above, it's that during a crisis, time is of the essence.
The faster you respond to a crisis, the less time it has to spread.
Social listening and crisis management tools are vital for this.
By proactively listening to what consumers are saying about your brand, competitors, and industry, you can:
- Be alert to any potential crises before they escalate
- Gather real-time insights to shape your response strategy
- Understand the sentiment and concerns of your audience
- Identify key influencers and channels driving the conversation
Ready to give it a try?
Learn how Talkwalker can help you prevent and mitigate social media crises.
