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.

No ad to show here.

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!”

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

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

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.

No ad to show here.



Sign up to our newsletter to get the latest in digital insights. sign up

Welcome to Memeburn

Sign up to our newsletter to get the latest in digital insights.

Exit mobile version