The Art of Listening and Reacting by Gap

You have to the enjoy the story behind a recent Twitter engagement with The Gap and a thoughtful commuter in New York City, Arsalan Iftikhar –  He tweeted about a Gap billboard ad that was defaced with racial slurs at a New York City subway stop.   What does Gap do that makes this a social media best practice?

  1. Listen intently to social stream
  2. Act quickly to  change  Twitter profile picture with original ad
  3. Respond quickly by replacing the defaced billboard  in the subway



Gap Ad that was defaced then quickly replaced after Tweeted

Replaced Gap Ad no need to repeat the hate by showing the ad that was defaced.


Gap changed their Twitter profile to reflect the original ad

Image of ad

Gap Twitter Profile Image