A tweet was sent to FNB asking where its character in the bank’s radio advertising campaign “Steve” was.
However, the response from the bank's social media PR team on the Rbjacobs account, which has more than 37 000 followers turned into a joke gone bad.
It said: “He’s somewhere in Afghanistan, putting a bomb under a wheelchair and telling the cripple to run for it!”
FNB acting head of digital marketing and media Suzanne Myburgh said the bank is deeply disappointed by the tweet.
"We find the comment distasteful and in conflict with our corporate values," she said in a statement to Fin24.
Myburgh added that the matter would be investigated and disciplinary action taken.
The tweet has since been deleted, but screen grabs of the blunder are making the rounds.
Journ #tip: if you see something inappropriate on Twitter take a screengrab before it's deleted, ergo @Rbjacobs pic.twitter.com/FB0IvxOrJq
— Raymond Joseph (@rayjoe) April 22, 2014
@Don_1ZA Sincere apologies. My tweet regarding Steve has been removed. Apologies for any offence caused. RB
— RbJacobs (FNB Guy) (@Rbjacobs) April 22, 2014
The joke has left a bad taste in the mouth, with users expressing their disappointment: @CelliersJ1 the whole execution of your @Rbjacobs profile has been broken for a good while. It's time for change.
— Mike Jones (@imsickofmaps) April 22, 2014
.@Rbjacobs i am wheelchair-bound & take offense to your tweet on twitter dot com & am considering changing #banks.
— Jay (@jaymeisterrr) April 22, 2014
And I always thought @Rbjacobs was such a nice guy :( RT @BrentLindeque FNB have failed at social media today pic.twitter.com/dcarHGTPVn
— Theresa Mallinson (@tcmallinson) April 22, 2014
Anyone else finds this inappropriate!l? Seriously @Rbjacobs Poor form! pic.twitter.com/moTgMyiH5N
— Natalie Govender (@NattyGov) April 22, 2014
Doing some damage control after the backlash, Celliers tweeted an apology.
Apologies for the @Rbjacobs wobble .. experts are investigating quickly
— Jacques Celliers (@CelliersJ1) April 22, 2014
Trying to right the wrong, Rbjacobs responded to unhappy users on Twitter:
@hammerscupcakes Due process must take its course. I accept full responsibility for my action.
— RbJacobs (FNB Guy) (@Rbjacobs) April 22, 2014
- Fin24