The gift that keeps on giving…untrained employees and social media.

Miracle Mattress posts 9/11 ad

Miracle Mattress in San Antonio recently posted an appalling  ‘9/11 Twin Towers Sale‘ ad with two employees knocking over two mattress stacks as a spokeswoman (identified by angry commenters as the owner’s daughter) asks, “What better way to remember 9/11 than with a Twin Tower sale?” Backlash was immediate, with the chain’s owner first issuing a letter of apology on Facebook.

But, as everybody knows, apologies won’t stop the fire. This company, and others, face deadly floods of Yelp reviews and posts that recycle every time a link or program is aired. (See Amy’s Baking Company and 240Sweet as examples of biz owners facing consequences.)

In this case, the buzz went global and the Miracle Mattress store is now closed indefinitely. Takeaway: Make sure ALL communication matches your core values. Monitor and measure your message consistency and audiences. And learn when to own up and walk away.