• by Mark Walsh  @markfwal, September 23, 2013

Addressing the controversy over AT&T’s 9/11 tweet, Esther Lee, SVP brand marketing and advertising, AT&T, told interviewer Barbara Lippert at OMMA Global that the carrier got 6,000 likes on the ad but 400 “really upset” comments from people who viewed the ad as commercializing 9/11.

She pointed out that besides taking down the image of someone holding a smartphone showing the “Tribute in Light” memorial and tweeting an apology, AT&T CEO Randall Stephenson issued a personal apology via social media the next day.

But she emphasized that there’s no rule for how to respond to such a backlash. “There is no right or wrong answer,” said Lee. She added that a brand has to figure out what is the kind of anger you really need to address and what is someone blowing smoke and you really  don't have to address.”

Lee also said AT&T’s social media operation has about 100 people constantly monitoring content. “So this is a process and a way of doing marketing in a way we’ve never done before. It is a constant everyday dialogue,” she said. Besides marketing staff, that effort includes PR, customer service, and other departments working together in real time.