Elle magazine may have had good intentions, but their strategy to encourage readers to register to vote was terribly misdirected. Here’s the tweet that Elle sent out to its followers:
The catch is that Kim and Kanye are NOT breaking up, and the link provided takes users not to a news story but to a Voter Registration website. What some have called “trolling for good” is anything but good for media credibility which is already suffering from years of decline.
Some saw the stunt as a slap in the face of young women who are frequently depicted as politically unengaged and only interested in celebrity news.
Which led Elle to tweet an apology for the original tweet; a reminder once again that social media gone wrong is a constant threat to brand credibility.