Home  › Social › Social Commerce
bing-supportjapan

Bing Apologizes for #SupportJapan Tweet

  |  March 12, 2011   |  Comments

Critics say search engine's fundraiser crossed line.

Microsoft's Bing apologized Saturday for a tweet related to its efforts to raise money for Japan's earthquake and tsunami victims.

Bing set off a lively debate on Twitter when it tweeted earlier today that it would donate up to $100,000 to Japan earthquake relief efforts. In that initial tweet, Bing said it would donate $1 for every retweet of its pledge and it linked to a Microsoft corporate citizenship microsite. There, Microsoft described what it's doing to help customers and partners in Japan and it also identified organizations, such as Red Cross and NetHope, that are assisting victims in the country.

In its apology tweet, Bing said it donated $100,000, apparently putting an immediate end to its Twitter fundraising effort.

bing-supportjapan

Critics said the company crossed the line and implied the company was exploiting the tragic events in Japan.

"Micro$oft's money-grubbing Tweet re Japan's tragedy is beyond crass & deserves the online outrage it sparked," tweeted Gary Patton, who describes himself as a people development coach.

Tweeted copywriter and editor Meakin Armstrong: "Marketing and tragedy don't go hand-in-hand: @bing lamely apologized for its 'negatively perceived' tweet."

Others supported Bing's effort, including TV personality Ryan Seacrest. Some lashed out at Bing's critics.

Veronica Wei Sopher, @shih_wei, tweeted, "Gotta love those who spend time+energy to criticize @bing's tweet, instead of actually doing something to help."

"[I]t wasn't negatively perceived by me. I gladly retweeted. who was getting grouchy about it? so called social media experts?" asked Christine Lu on Twitter.

Besides the Twitter campaign, Bing took another approach that connected the search engine to events in Japan. A search for "Japan earthquake" on Saturday morning turned up paid search ads on Google for Bing; those ads linked to Bing and MSN.com coverage of the earthquake.

bing-google

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Chinese Speaking Copywriter
      Chinese Speaking Copywriter (Agora Financial) - BaltimoreDo you speak Chinese? Are you interested in economics and finance or want to learn more...
    • Video/Digital Media Designer
      Video/Digital Media Designer (Confidential) - Delray BeachFull service corporate video production studio looking to hire a creative, and highly...
    • HEAD OF SALES
      HEAD OF SALES (OZONE MEDIA) - Santa Clarawww.ozonemedia.com HEAD OF SALES POSITION Reporting to the founder & CEO, Kiran Gopinath, the Head...