The New England Patriots learned the hard way that Twitter can also be an anti-social media platform. In a failed effort to celebrate its NFL-leading one millionth follower, the official Twitter account of the Patriots sent out a tweet including a racial slur on Thursday evening.
The trouble began when @Patriots encouraged followers to retweet this message to receive "custom digital jerseys" featuring their own Twitter handle:
— New England Patriots (@Patriots) November 13, 2014
A Twitter user with an offensive username that included the N-word took up the Patriots on their offer and the resulting tweet, including a custom digital jersey, was shared by the team.
The Patriots' Twitter account deleted the offensive image and subsequently issued an apology, blaming the tweet on its "filtering system":
We apologize for the regrettable tweet that went out from our account. Our filtering system failed & we will be more vigilant in the future.
— New England Patriots (@Patriots) November 14, 2014