The Herald of Everett, Washington
HeraldNet on Facebook HeraldNet on Twitter HeraldNet RSS feeds HeraldNet Pinterest HeraldNet Google Plus HeraldNet Youtube
HeraldNet Newsletters  Newsletters: Sign up | Manage  Green editions icon Green editions

Calendar


HeraldNet Headlines
HeraldNet Newsletter Delivered to your inbox each week.
Published: Friday, November 8, 2013, 1:39 p.m.

Home Depot apologizes for racist tweet

  • "We have zero tolerance for anything so stupid and offensive," said Home Depot spokesman Stephen Holmes.

    "We have zero tolerance for anything so stupid and offensive," said Home Depot spokesman Stephen Holmes.

NEW YORK — Home improvement retailer Home Depot Inc. on Thursday apologized for a tweet that showed a picture of two African-American drummers with a person in a gorilla mask in between them and asked: "Which drummer is not like the others?"
The tweet, from Home Depot's official Twitter account, @HomeDepot, was part of a "College Gameday" college football promotion on ESPN. It was quickly pulled, but not before people took screen shots of it and it was widely circulated on social media. NBC and CNBC, among others, reported on the Tweet.
Home Depot said Friday that it has fired the person and outside agency that was responsible for the tweet, but did not disclose their names.
"We have zero tolerance for anything so stupid and offensive," said Stephen Holmes, spokesman for the Atlanta-based company.
Holmes said the company is "closely" reviewing its social media procedures to determine "how this could have happened, and how to ensure it never happens again."
Allen Adamson, managing director of branding firm Landor Associates, said the tweet is "the worst possible message Home Depot can send out ... even if it gets attributed to stupidity."
"In a Twitter world where everyone can see everything instantly I think you'll see more rather than less of this because people tweet before they think," Adamson said.
Home Depot is not the first company to get in trouble for offensive tweets. In September, AT&T apologized for a Twitter message that commemorated the Sept. 11 attacks because of complaints the company was using the event to promote itself. And KitchenAid faced backlash in 2012 when one of its employees mistakenly posted a tweet about President Barack Obama's grandmother death on the official KitchenAid Twitter account.
Story tags » African-AmericanSocial media

Share your comments: Log in using your HeraldNet account or your Facebook, Twitter or Disqus profile. Comments that violate the rules are subject to removal. Please see our terms of use. Please note that you must verify your email address for your comments to appear.

You are logged in using your HeraldNet ID. Click here to update your profile. | Log out.

Our new comment system is not supported in IE 7. Please upgrade your browser here.

comments powered by Disqus

HeraldNet highlights

Nothing but corn
Nothing but corn: Everett Mall business grew from a kernel of an idea
History at every turn
History at every turn: Website finds stories behind county's historic corners
Cold-weather playtime
Cold-weather playtime: Beyond skis & snowboards: 11 ways to have fun in winter
The real bottom line
The real bottom line: Millions spent in Oso, but generosity can't be measured
SnoCoSocial