If there’s one thing we know to be true about social media, it’s that it can be both a blessing and a curse. It can amplify your message to new heights…or drag your brand through the mud with just a single misstep.
2024 was a masterclass in how NOT to handle marketing mishaps on digital platforms. From rash posts to tone-deaf campaigns, leading brands and figures continue to offer us powerful lessons on what to avoid, and more importantly, how to handle the associated crises effectively.
Let’s take a trip through some of our favorite, most cringeworthy social media blunders of 2024. The ones that made headlines…and the ones we can learn the most from in 2025 and beyond.
What Went Wrong? A Deep Dive Into 2024’s Top Social Media Blunders
The best way to learn, it’s often said, is to learn from the triumphs (and more importantly, the failures) of others. Here are some of the most epic fails of 2024 and what we can learn from them.
But first, know this: what ties all these social media blunders together is a shared lack of foresight and sensitivity. Each of these examples could have been mitigated—or even avoided—with a well-thought-out strategy for managing crises and navigating public sentiment.
Let’s explore.
1. The Oprah and “The Rock” Donation Debacle
Good intentions. Poor execution. That’s the simplest way to explain Oprah and Dwayne “The Rock” Johnson’s Hawaii wildfire relief effort.
At a time when livelihoods were being destroyed, their campaign requesting donations left people baffled. Why? Because they asked struggling average citizens to pitch in without showcasing their own contributions upfront.
The backlash? Immediate. Their message was slammed as tone-deaf and disconnected, leaving many questioning their sincerity and commitment.
This debacle serves as an important reminder—if you’re sitting on immense wealth, take the lead before asking others to open their wallets. If your actions don’t match your words, your audience will notice.
For those of us who may not be sitting on millions, there’s still a lesson to be learned here, and it’s this: during a crisis, always lead with transparency and action. If your brand chooses to make a public request or contribution, make sure you’re setting a rock-solid example first.
2. Bumble’s Tone-Deaf Billboard Campaign
The dating app Bumble rolled out a cheeky campaign earlier this year that initially grabbed attention… for all the wrong reasons. The ads, featuring slogans like “You know full well that a vow of celibacy is not the answer,” were meant to be humorous. But the tone missed the mark.
Critics pointed out how this flippant approach trivialized real-life issues such as trauma or personal life choices. Social media then erupted, labeling the campaign as dismissive and insensitive, which forced Bumble to issue an apology, pull the ads, and even make a donation to atone for the damage.
The lesson here is that humor is tricky. You need to understand the sensitivities of your audience and context, especially when addressing deeply personal topics.
3. Halle Bailey’s Met Gala Controversy
Another faux pas? Halle Bailey's Marie Antoinette-inspired ensemble on the Met Gala’s red carpet. It was undoubtedly a striking look, but the timing and setting clashed horribly with broader global events—including protests over humanitarian crises. To many, it sent a “tone-deaf” message akin to “letting them eat cake.”
What followed was a swift wave of backlash, particularly online via social media, where users dissected the optics of her actions at an event with tickets priced at a whopping $75,000 each.
The takeaway here is that timing and cultural awareness matter. Always evaluate whether your campaign, launch, or event aligns with current global conversations to avoid unwanted backlash.
4. Rachel Zegler’s Free Palestine Post
In an act that’s had the most recent repercussions in the social media world, Hollywood actress Rachel Zegler faced backlash for signing off a celebratory post for her Disney movie promos with a controversial political statement—“Free Palestine.”
What followed was an avalanche of condemnation, threats to her team members, and even extra security costs for “Snow White” movie co-star Gal Gadot. The tweet had far-reaching implications, tainting the promotional efforts behind her upcoming project.
Big lesson here: personal opinions and brand personas are often blurred on social media. Always consider the wider implications of making any statements that might be tied to controversial or intensely polarizing topics.
Crisis Management 101: How Your Brand Can Do Better
Social media is a place where brands can shine brightly—or trip over themselves in 280 characters or less. Every year, we witness at least a handful of “did that really just happen?” moments on social platforms, and 2024 has not disappointed.
So, now that we’ve examined what not to do, here are some actionable steps your brand can take to manage social media in times of crisis.
1. Pause Before You Post
When disaster strikes, resist the urge to jump into the conversation without a solid game plan. By its very nature, social media does demand quick responses, but it doesn’t forgive rushed or poorly thought-out ones.
Take a moment to ask yourself:
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Does your post come across as exploitative or performative?
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Are you truly adding value or support to ongoing conversations?
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How could this message be misinterpreted by different groups?
2. Know Your Audience
One-size-fits-all communication just doesn’t work. What might be funny or relevant to one demographic may land poorly with another. Again, Bumble’s billboard campaign failed because it underestimated the diverse experiences of its users.
Take the time to understand the nuances of your audience’s values and concerns. Look at their feedback regularly to avoid such missteps.
3. Lead by Example
When your brand is engaging in philanthropic efforts, actions speak louder than words. Oprah and “The Rock” could have avoided their backlash by starting their donation efforts with transparent, upfront contributions themselves before soliciting help from others.
4. Monitor the Pulse
Crisis conversations evolve rapidly on social media. Use tools like social listening platforms (e.g., Brandwatch or Hootsuite) to gauge public sentiment in real time. This allows you to stay informed and adapt your responses quickly.
5. Apologize, Then Course-Correct
We’re all human, and mistakes do happen. But when they do, a straightforward, genuine apology goes a long way. Follow the apology with meaningful corrective action.
Just as Bumble issued an apology and made a relevant donation, put actions into place that show your audience you’re serious about learning and improving.
6. Be Authentic, Not "Heavily Filtered"
You know what doesn’t age well? A brand pretending to be something it’s not. Audiences can sniff out inauthenticity faster than you can say “#relatable.”
Whether it’s hopping on a trend that doesn’t align with your values or tagging yourself as “eco-friendly” when you’re clearly… not, the internet will call you out. Loudly.
Lesson learned? Stay true to your brand voice and mission. If you can’t make a trend work genuinely for your business, skip it. Nobody needs another “how do you do, fellow kids?" moment.
7. Context Matters—Always
We’ve all seen brands hit “publish” on a post that leaves people asking, “Did no one in the room stop to think this through?” Tone-deaf posts, poorly timed jokes, or insensitive captions can tank your reputation faster than you can delete the post.
Read the room and read the news. If something major is happening (think natural disaster, social movement, or even just deeply emotional moments), respect the mood. The last thing anyone wants to see during a serious event is your playful meme about Taco Tuesday.
8. Stay in Your Lane
One major faux pas we’ve seen this year? Brands wading into topics they know nothing about—or worse, have no business discussing. Sure, engaging with trending topics can boost reach, but if it doesn't align with your niche, it can make you look out of place or irrelevant.
If you're a local coffee shop, people are following you for your latte art skills and fun promotions, not your take on NFTs or the metaverse. Stick to what you know and what your audience expects from you. When in doubt, ask yourself, “Is this conversation my invitation? Or am I just gate-crashing someone else’s party?”
9. Don't Overdo the Automation
This one’s for all you fans of auto-scheduling social posts and bot-like replies. Yes, automation tools save you time, but they can also lead to hilarious (and humiliating) errors without proper oversight.
Case in point? A brand that proudly tweeted their “Happy 2025!” post five days after New Year’s. Ouch.
Make sure to keep a human eye on your automated systems. Double-check scheduled posts and don’t let canned replies take over your customer service entirely. It's 2025; no one wants to talk to your chatbot about their delayed shipment.
10. Know When to Take a Breather
Ever watched a brand spiral out of control in the comments section? It’s equal parts horrifying and fascinating. One bad review leads to a snarky reply, which snowballs into a public meltdown. And just like that, you've got an unintentional reality show playing out in your feed.
Here’s the thing—sometimes, the best response is no response at all. Take a breath, step back, and ask yourself if engaging is worth the energy. It rarely is. Save your wit for posts where it will actually shine, instead of fueling internet drama.
11. Hire Professionals
Sometimes, the best move is knowing when to bring in outside help. A digital marketing agency, like our team here at Kinetic319, can provide expert insights to guide your social media strategies through challenging times (and perhaps help you avoid these crises to begin with).
Takeaways from 2024’s Social Media Drama
The world of social media moves fast—brands and influencers alike can fall victim to poor planning, rushed decisions, or a lack of understanding of public sentiment.
But here’s the silver lining—every faux pas presents a golden opportunity to reflect, learn, and build stronger crisis management strategies. Essentially, to do better.
Whether you’re still muddling through the chaos of a PR mishap or simply looking to bulletproof your future social media strategy, we’re here to help. At Kinetic319, we specialize in crafting thoughtful, resilient digital marketing strategies that are uniquely tailored to your business goals.
Need expert guidance for your brand? Contact Kinetic319 today and take the guesswork out of social media marketing for good.