PR AND SOCIAL MEDIA More companies are using social media tools like Twitter and Facebook to interact with their customers on a more personal level, which can be engaging but precarious. DiGiorno Pizza, for example, erred in 2014 by adopting the trending hashtag “#WhyIStayed” (used for a domestic violence conversation) for a promotional joke to promote its pizza on Twitter. DiGiorno then used its account to apologize to many outraged followers.
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