10 Biggest Social Media Mistakes By Companies In 2017

Despite featuring celebrity Kendall Jenner in an ad that meant to depict the Black Lives Matter movement, Pepsi was unable to shake off criticism from online users who thought the campaign trivialized the real struggles of protesters. Elle Hearns, a former organizer for Black Lives Matter, told The New York Times that the ad “plays down the sacrifices people have historically taken in utilizing protests.” The public backlash forced Pepsi to pull the ad. On Wall Street, the soda company’s stock “enjoyed a surge” prior to the ad’s retraction, and fell to losses of 0.12% thereafter, according to The Grio.

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