FNB’s RB Jacobs Twitter account goes rogue with Afghanistan bomb tweet

Whoever was manning the Twitter account for RBJacobs, FNB’s corporate voice, is probably in serious trouble this morning after sending out a Tweet that left members of the public shocked.

After being asked what had happened to “Steve”, the controversial character from a long-running campaign by the bank, the account replied by suggesting that he was “some where in Afghanistan, putting a bomb under a wheelchair and telling the cripple to run for it!”

WTF??? RT @Rbjacobs: @gormleystuart He's some where in Afghanistan, putting a bomb under a wheelchair and telling the cripple to run for it!

— Cindy (@cindybindyZA) April 22, 2014

After being called out for the tweet by a number of Twitter users, RB Jacobs deleted it, apologising for any offence caused:

@rogersaner Please accept my apologies, it was not my intent to cause any offense as this was a lapse in judgement, I have removed my tweet.

— RbJacobs (FNB Guy) (@Rbjacobs) April 22, 2014

That did not, however, stop Twitter users from commenting on the tweet:

Know who's having a bad day on Twitter? This guy —> @Rbjacobs #YaDoneGoofed!

— Jonathan Meyer (@jonathangmeyer) April 22, 2014

Send all of the Easter Eggs to the @Rbjacobs team, they're in for a long day.

— Dale Ferreira (@BadTennis) April 22, 2014

I sympathise with @Rbjacobs I mean I also make jokes about terrorism and the disabled oh wait, I don't, because I'm not dumb or insensitive.

— Not A Honey Bee (@LeetBee) April 22, 2014

@comradesipho @NattyGov @Rbjacobs it's amazing how "wasn't meant to cause offence" is supposed to make things better.

— Karen Jeynes (@karenjeynes) April 22, 2014

Anyone else finds this inappropriate!l? Seriously @Rbjacobs Poor form! pic.twitter.com/moTgMyiH5N

— Natalie Govender (@NattyGov) April 22, 2014

And I always thought @Rbjacobs was such a nice guy 🙁 RT @BrentLindeque FNB have failed at social media today pic.twitter.com/dcarHGTPVn

— Theresa Mallinson (@tcmallinson) April 22, 2014

The lapse is notable because the account, which has nearly 38 000 followers, has been the cornerstone of FNB’s social media strategy.

Over the past few years, that strategy, especially under former CEO Micheal Jordaan, has helped it push an image of innovation and openness. It also complemented the work it was doing with its smartphone and tablet banking apps as well as its consumer electronic sales.

Update: FNB CEO Jacques Celliers has apologised for the incident, saying that the bank had launched an investigation into it. At this stage, it’s unclear what form that investigation would take and what action it would result in.