An
example of what I consider to be an unsuccessful social media post came in a
June 26th from the already heavily scrutinized Chipotle Mexican
Grill. Chipotle posted a picture on June 26th, 2016, the one-year
anniversary of the day that gay marriage was ruled legal in the United States
by the Supreme Court. Chipotle posted a picture of a man wearing a shirt with a
rainbow-wrapped burrito on it and saying “homo estas” a play on the Spanish
phrase “como estas” meaning “how are you?” In the 2016 book Social Media Marketing: A Strategic Approach,
authors Melissa S. Barker, Donald I. Barker, Nicolas F. Bormann, Mary Lou
Roberts and Debra Zahay, social media marketing ethics are highlighted. This
post violates the SMM Ethic of respect, which was not shown in this post, which
offends both Hispanic Americans and the LGBT community as a whole (p. 69). This
post also fails to observe cultural differences such as how the Hispanic-American
community might feel about their native language being mocked in such a fashion
(p. 71). Although Chipotle generated much buzz from this post, with over 26,300
likes and 3,500 shares, I feel it is best to stay away from anything that can
be construed as offensive.
-Rachel Robinson
Barker,
M.S., Barker, D.I., Bormann, N.F., Roberts, M.L., & Zahay, D. (2016). Social media
marketing:
a strategic approach (2nd
ed.). Boston, MA: Cengage Learning.
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