Epicurious is being scolded for taking to Twitter in the aftermath of the Boston Marathon tragedy in a misguided effort to promote breakfast treats. Pushing what seemed like a seriously shameless agenda of self-soothing carbs, the website's official Twitter feed wrote, "In honor of Boston and New England, may we suggest: whole-grain cranberry scones!" As you might imagine, haphazard Twitter deleting, backpedaling. and apologizing ensued. As everyone wonders exactly what they were thinking (and which social-media intern might have been axed yesterday), we reached out to ask: Uh, guys, what the hell happened?
The (very apologetic) Epi team won't publicly pinpoint the origin of the tweet or tell us if any disciplinary action was taken. Nevertheless, they do take responsibility: "The Tweets should never have been sent — it was a mistake, and we are extremely sorry," a representative from Epicurious told us. (Editor Tanya Steel is currently traveling in Montreal.)
And so it was a simple case of someone trying to be enterprising, tweeting without thinking — an everyday occurrence that takes on a different magnitude when bombs are involved.
Is it a fire-able offense? A moment of bad-judgment tweeting can happen to any of us, but it really does take precalculation to link terrorism with scones.
TRAGEDY IN BOSTON: WHAT THE HELL WAS EPICURIOUS THINKING? [Mr. Media Training]