In 2012, designer Kenneth Cole tweeted "Millions are in uproar in #Cairo. Rumor is they heard that our new spring collection is available online.”, trying to make light of the protests in Egypt and promote his spring collection. Even though Cole deleted his tweet and issued a public apology, his tweet will forever remain on the web and not only possibly affect his brand but also negatively affect cultures beyond those here in the United States.
A similar PR problem happened during the wrath of hurricane Sandy. American Apparel held a "Hurricane Sandy Sale" that featured a 20% discount off everything. They issued an email to all their customers explaining the sale and "In case you're bored during the storm" you should use the next thirty-six hours to shop online. This email was photographed and posted all over social media, never to be erased.
The Internet allows cultural boundaries to be crossed and with this, mass misinterpretation can be a result. I think the hardest thing to accept with social media is that once something is published, it will never disappear. Time and time again people have made the mistake of putting something on social media that they will later regret. Why isn't anyone learning their lesson?