Asus Posts “Sexist” Transformer AiO Tweet

Sexist Asus tweet on Twitter

Asus has received a tremendous amount of criticism over a recent tweet the company posted on Twitter this week. Just about everyone from teenage boys to powerful politicians have posted tweets they wish they could take back, but when a large corporation does it, the PR ramifications can be costly.

The tweet was rather straightforward. It included a picture of a young woman showing off the Asus Transformer AiO computer. That in itself is nothing new, but this picture showed the woman from behind with text that read, “The rear looks pretty nice. So does the new Transformer AIO”. Not long after the shocking tweet, it was gone, and Asus later posted an apology: “We apologies for the inappropriate comment on Twitter earlier. We will take steps to ensure this doesn’t happen again.”

Unfortunately for Asus, the damage was already done. Other Twitter users responded, some even posting screenshots of the deleted tweet as proof that Asus actually said it. Others came to the defense of the post and suggested that offended readers should “get over it.”

In the long term, Asus may take a hit from this PR blunder, especially from its female customers, but it will likely not be too severe. It does, however, raise other questions about the general use of suggestively-dressed female models, often affectionately referred to as “booth babes”, at conventions and trade shows. Some might argue that the tweet only expresses what companies like Asus have been implying for years with their actions. Nevertheless, having it in writing always stings a little bit more when it comes to PR.

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Comments

  1. Robin says

    Stop blowing sexist comments off as “silly” or “jokes”. The things that people say, especially industry leaders, actually do matter. I would love to hear someone say, “You’re right. What I said was sexist and the kind of thing that can keep women from being taken seriously in this field. I’m trying to become a more conscious person and I’m sorry for what I said.”

    • Mihaela Butler says

      Robin, I guess that’s what they already did… deleting the tweet and all. A bit too late, in my view.
      On the other hand, what we have to remember, is that, after all, behind all these social media profiles, there are people, and people make mistakes. What Asus did is no worse than the case of Ashton Kutcher, Anthony Weiner, and many others, except that you’ll probably never know the name of the person who actually posted the tweet. Is Asus guilty for some employee’s mistake? Not really, but this is what PR is all about, especially for big corporations, who need, as you said, to lead by example. I am sure that the employee in case never heard the end of it, and was probably sanctioned. Anyway, it doesn’t matter how big a company is. No one should think of people in such terms – and I am not talking women-only here (men are subject to sexist jokes too).

  2. Stephen Dobson says

    It is a nice rear though… what’s the problem with stating the truth? This country is going downhill with its political correctness crap.

    • Tavis J. Hampton says

      Well Stephen, I’m just going out on a limb here, but I’ve been told women don’t like it.

      • Stephen Dobson says

        It was a joke and I see nothing wrong with it; if people can’t laugh at their own shortcomings then they bottle it or cause trouble. I’m not trying in any way to downplay women’s suffrage but it’s not like they said “Does everything but wash the dishes.” or “Those are child-bearing hips.” Point is, everyone needs to stop making a big deal out of nothing.

  3. Phil Butler says

    Wow! This is almost as bad as the company misspelling their name Assus :) I have not recollection of having said this, btw.

    Always,
    The editor

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