A couple of months ago, a tweet from Starbucks in Argentina created a PR crisis for the company in the country. Starbucks was apologizing for not having the traditional cups in their argentine stores due to import restrictions. However, in social networks, they expressed their regret for "using national (argentine, in this case) cups and sleeves", upsetting many of their local consumers. They were able to amend the mistake some hours later with a new tweet, but the initial one had already gone viral with negative comments, even appearing on the news. As a conclusion, double-check your message before posting or tweeting, especially if you are offering an apology.
Read the article here: http://thenextweb.com/la/2012/07/16/starbucks-apologizes-to-its-argentine-customers-on-twitter-and-facebook-creates-pr-crisis/
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