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MarTech » Performance Marketing » Patriots’ #1MillionPatriots Twitter Celebration Interrupted By A Racist Troll

Patriots’ #1MillionPatriots Twitter Celebration Interrupted By A Racist Troll

Beware social media robots; they don’t always know a troll when they see one. The New England Patriots are the latest to learn that embarrassing lesson after the NFL team’s Twitter account auto-posted a racial slur in an image Thursday. In celebration of becoming the first NFL team to hit 1 million Twitter followers, the […]

Martin Beck on November 14, 2014 at 3:12 pm

patriots-yourname

Beware social media robots; they don’t always know a troll when they see one.

The New England Patriots are the latest to learn that embarrassing lesson after the NFL team’s Twitter account auto-posted a racial slur in an image Thursday.

In celebration of becoming the first NFL team to hit 1 million Twitter followers, the Patriots were thanking fans; anyone who retweeted the Patriots’ we-hit-1-million message was sent an auto-generated response featuring a jersey personalized with a Twitter handle.

Unfortunately, someone with a terribly offensive screen name triggered the bot, prompting this tweet (displayed here in edited form):

patriots-racist-troll

The tweet stayed up for more than an hour — and as you can see in the screen shot received a troublingly high volume of retweets and favorites — before it was deleted. The Patriots’ account quickly followed up with an apology:

We apologize for the regrettable tweet that went out from our account. Our filtering system failed & we will be more vigilant in the future.

— New England Patriots (@Patriots) November 14, 2014

Wisely, the Patriots have also turned off the robot.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


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About The Author

Martin Beck
Martin Beck was Third Door Media's Social Media Reporter from March 2014 through December 2015.

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