For social media marketers, followers’ perception can increase a post’s popularity—or start a virtual firestorm.

The British Army learned that lesson recently. It apologized after deleting a tweet that depicted a soldier in what some claim is blackface.

Online outraged followed the tweet—which contained a photo depicting a smiling, gun-toting solider in camouflage accompanied by the caption, “Being a
soldier in the jungle requires a robust sense of humour.”

The Army said in a statement to media that the soldier was actually “wearing camouflage and concealment measures, standard for jungle training in Belize.”

Keep your cool in a crisis with these 13 tips.

The organization issued an apology on its Twitter account and said it “would urge the public to view that imagery to set the activities being undertaken by
these soldiers in context”:

Though the backlash was swift, not everyone saw it as racist:

How do you think the British Army responded to the backlash, PR Daily readers?

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