What are some examples of humor gone wrong in social media customer service?

Sometimes a random but good-natured content for attention is the norm for companies to try to be funny. But some jokes don't always land, especially when they make light of a mental illness that affects 300 million people worldwide. That's what happened when citrus punch brand SunnyD unleashed a series of tweets implying that the brand was losing its will to live. ''I cant do this anymore'' was one of the tweets in question. While some users were entertained, others pointed out that a juice brand posturing as a depressed individual was inherently insensitive to those struggling with mental issues.

Tone is something you establish over time and one of the ways it goes wrong is when a brand suddenly decides to shift its tone without warning. In the UK, this happened when department store, House of Fraser, launched a jarring #Emojinal campaign back in 2016. Normally associated with luxury products and a pedestrian tone, for just over 12.5 hours, the company's Twitter feed suddenly went into 'funny' mode, spewing out wave after wave of emojis in accompaniment. It was a premature Valentine's campaign, apparently, and generated lots of chatter, mostly from confused followers thinking the account had been hacked. It started and ended suddenly, and hasn't been repeated. All around, it was a weird one.

Providing an anecdote or direct quote from an upset customer can make this point more impactful. For example, when a prominent airline joked about “embracing the adventure of a delay,” one passenger tweeted back, “An adventure? I’ve missed my son’s graduation.” Highlighting the rapid backlash this received on Twitter would underline how a single poorly-timed joke can appear dismissive. This section could close by stressing that humor should never replace empathy, especially when a customer is already frustrated.

Understanding cultural nuances is also essential, as humor that is acceptable in one culture might be perceived as offensive in another. In sensitive situations, prioritizing empathy and actively listening to the customer’s concerns is more effective than attempting to inject humor.

Bring in more depth by describing the importance of researching audience values and tailoring content accordingly. A real instance involved a fast-food brand attempting to connect with vegans through a meme that implied they were missing out on "real burgers." One commenter responded, “Way to insult the very people you’re trying to attract.” Here, humor backfired because it didn’t align with the audience’s values or lifestyle. Emphasize that brands should speak directly to their niche audiences by understanding their interests and not just relying on what’s trendy or popular.

Posting "humorous" content that does not resonate with your audience could lead to an embarrassing moment - such as that funny post you worked so hard on becoming a cringe meme. Take the time to get to know your brand, know your target audience, and always convey awareness of both.

This section would resonate more by detailing a time when humor went wrong due to timing. For instance, after a major sports team loss, a brand joked, “At least the jerseys still look good, right?” The tone was light-hearted, but fans, still stinging from the loss, reacted negatively. A powerful takeaway here is that humor should be saved for moments when audiences are ready to laugh, not during periods of collective disappointment. If unsure, brands should prioritize empathy and only consider humor if the timing is appropriate.

I remember an accident when a fast-food chain attempted to make light of a serious topic by joking about a trending hashtag related to a natural disaster. Such attempts can come off as insensitive and can be a huge blow to the brand's reputation. Similarly, using sarcasm to dismiss customer complaints can escalate tensions and lead to a huge backlash. In another case, a clothing brand attempted to make light of a customer's concern about sizing by responding with a sarcastic comment, which sparked extreme outrage and negative publicity. While humor can often humanize brands and foster audience’s engagement, it must be used sensitively in customer interactions to avoid unintended consequences, especially when the timing is bad.

It’s also essential for brands to have a robust process for vetting content before it goes live, particularly during sensitive times. This includes consulting with diverse teams to get multiple perspectives and ensuring that any humor used is appropriate and inoffensive.

Adding a story of a bank or similar institution where humor didn’t land in a serious context could add nuance. A well-known bank tried adding light jokes in its automated emails, thinking it would make interactions more engaging. Instead, customers responded negatively, saying, “I want my bank to be professional, not cracking jokes when I’m concerned about my money.” This example underscores the importance of matching humor to platform expectations—what works on social media may not translate to email, where customers expect clear, direct information.

Its important to understand the audience's expectations and context in which they are interacting with your brand. Customers interacting with a financial institution typically seek clarity, reassurance, and professionalism, especially in written communication.

Never employ humor in online situations where no clear emotional and behavioral cues reveal the customer's state of mind. In contrast, a phone conversation will better reveal if customers are cranky or lighthearted by their tone of voice, volume, vocal pitch, and whether they laugh or joke during your conversation. Online conversations, in stark contrast, may mask cues—and emojis are a lousy substitute. Default to staying professional and keep your emotional state consistently average. Even with repeat customers, those who were cool and breezy before may be hot and angry this time. You simply can't assume anything online, so resist trying. Find that middle-of-the-road spot and avoid driving into a ditch because of a missed cue.

Describe how humor can feel like mockery if used incorrectly in tense situations. Once, a customer service rep at a major retailer tried joking about a return policy with a frustrated customer, only to make the situation worse. The customer, expecting a solution, felt insulted instead, saying, “I don’t find my lost money funny.” Emphasize here that humor, when used to defuse tension, should be approached with caution. Instead, focus on empathy and active listening to build trust and rapport before attempting any levity.

This closing section can summarize the guiding principles for using humor successfully. Describe humor as a “bridge” to connect with customers—when used with care and understanding, it can create genuine moments of connection. Explain that brands should build humor around positive customer interactions, not negative ones, as in, “Working on this together—one laugh at a time!” The right humor strengthens relationships, creates memorable interactions, and leaves customers with a positive view of the brand. Summing up with a checklist, like “Know your audience, know your platform, and know when to use empathy over humor,” can provide a practical takeaway.

Always consider the international and cultural aspects of your audience. What’s funny in one culture might be insulting or rude in another.

Humor should be an extension of your brand's personality and values, ensuring that it aligns with the overall brand image you want to project. For example, if your brand is known for professionalism and reliability, your humor should reflect those qualities and avoid being too casual.

Major pop cultural moments like the Met Gala, May 4th, and October 3rd (popularized by Mean Girls) can help you figure out how to appropriately use humor as it's a shared joke understood by nearly everybody online -- especially as the memes pop up everywhere and manipulated to be used in almost every context. The audience is everybody online so it's the right audience, it's relevant (timely), the dated puns are shared on almost every platform, and it almost always has the right intention (light-hearted corny puns and jokes).