Incident: Oreo Twitter Auto-Reply Feature Sends Offensive Tweet.

Published Date: 2014-01-27

Postmortem Analysis
Timeline 1. The software failure incident involving Oreo's offensive tweet happened on Sunday night before 11.30pm [24166]. Therefore, the incident occurred on Sunday night before 11.30pm.
System The system that failed in the software failure incident reported in Article 24166 was: 1. Auto-reply feature used by Oreo's Twitter account during a giveaway [24166]
Responsible Organization 1. Oreo's auto-reply feature [24166]
Impacted Organization 1. Oreo - The software failure incident impacted Oreo as their official Twitter account sent an offensive tweet containing the N-word due to an auto-reply feature [24166].
Software Causes 1. The software cause of the failure incident was attributed to an 'auto-reply feature' used by Oreo on Twitter during a giveaway, which automatically replied to users' tweets [24166].
Non-software Causes 1. The offensive tweet incident involving Oreo was caused by human error in the form of a mistake in utilizing an 'auto-reply feature' during a giveaway [24166].
Impacts 1. The software failure incident led to Oreo sending an offensive tweet containing the N-word from its official Twitter account, causing shock and outrage among Twitter users [24166]. 2. Oreo had to promptly remove the offensive tweet and issue an apology for the mistake caused by the auto-reply feature of the software [24166]. 3. The incident resulted in Oreo facing criticism and backlash on social media platforms, highlighting the negative impact of software failures on brand reputation and public perception [24166].
Preventions 1. Implementing a more robust content filtering system to prevent offensive language from being included in automated responses could have prevented the incident [24166]. 2. Conducting thorough testing and quality assurance checks on any automated features, such as auto-reply functions, to ensure they do not inadvertently send inappropriate messages could have helped prevent the software failure incident [24166]. 3. Providing training to social media managers and staff on best practices for using automated features on platforms like Twitter to avoid such incidents in the future could have been beneficial [24166].
Fixes 1. Implement stricter content filtering algorithms to prevent offensive language from being included in automated responses [24166]. 2. Conduct thorough testing of automated features to ensure they do not inadvertently send offensive messages [24166]. 3. Provide training to social media managers on best practices for using automated features to avoid similar incidents in the future [24166].
References 1. Oreo's official statement provided to MailOnline [24166] 2. Twitter users' responses and reactions on the platform [24166] 3. Mention of the auto-reply feature being responsible for the mistake by Oreo [24166]

Software Taxonomy of Faults

Category Option Rationale
Recurring one_organization (a) The software failure incident having happened again at one_organization: - The article mentions a previous incident where a senior White House advisor, San Pfeiffer, accidentally wrote the n-word instead of 'bigger' in a tweet [24166]. (b) The software failure incident having happened again at multiple_organization: - The article does not provide information about similar incidents happening at other organizations.
Phase (Design/Operation) design (a) The software failure incident in Article 24166 occurred due to a design-related factor. Oreo's offensive tweet containing the n-word was attributed to an 'auto-reply feature' that was utilized during a giveaway promotion. The feature automatically replied to users, leading to the offensive message being sent out unintentionally. This design flaw in the system's functionality resulted in the inappropriate tweet being posted [24166]. (b) The software failure incident in Article 24166 was not due to operation-related factors such as misuse of the system. The offensive tweet was a result of an automated process triggered by the design flaw in the auto-reply feature, rather than any misuse or mishandling of the system during its operation [24166].
Boundary (Internal/External) within_system (a) within_system: The software failure incident involving Oreo's Twitter account sending an offensive tweet containing the n-word was attributed to an 'auto-reply feature' that was part of a brand promotion campaign. The feature automatically replied to users during a giveaway, leading to the offensive message being sent out. Oreo promptly removed the tweet and issued an apology for the mistake. The incident was a result of an internal system feature that malfunctioned and sent out the inappropriate response to a user [24166]. (b) outside_system: The incident does not indicate any contributing factors originating from outside the system. The offensive tweet was a result of an internal feature within Oreo's Twitter system that automatically replied to users, leading to the inappropriate message being sent out. There is no mention of external factors influencing or causing the software failure incident [24166].
Nature (Human/Non-human) non-human_actions (a) The software failure incident in this case occurred due to non-human_actions. The offensive tweet containing the N-word was sent by Oreo's official Twitter account as an automatic response during a giveaway. The offensive term was included in the message because of a feature that automatically replied to users, and it was not a deliberate action by a human. The mistake was promptly removed, and Oreo apologized for the incident [24166]. (b) There is no information in the articles suggesting that the software failure incident was due to contributing factors introduced by human actions.
Dimension (Hardware/Software) software (a) The software failure incident in the article was not related to hardware issues. It was specifically mentioned that the offensive tweet containing the n-word was sent due to an 'auto-reply feature' during a giveaway, which indicates that the failure originated in the software aspect of the system [24166].
Objective (Malicious/Non-malicious) non-malicious (a) The software failure incident in this case appears to be non-malicious. The incident was attributed to an 'auto-reply feature' used by Oreo during a giveaway on Twitter. The offensive tweet containing the N-word was sent automatically to a user called 'F***ING N*****' as part of this feature. Oreo promptly removed the message and issued an apology, indicating that the mistake was unintentional and caused by the automated response mechanism [24166].
Intent (Poor/Accidental Decisions) poor_decisions (a) The intent of the software failure incident related to poor_decisions: - The software failure incident involving Oreo's Twitter account sending a tweet containing the n-word was attributed to the use of an 'auto-reply feature' during a giveaway promotion [24166]. - Oreo utilized an auto-reply feature that automatically responded to users' tweets, leading to the offensive message being sent to a user with an offensive Twitter handle [24166]. - The mistake was acknowledged by Oreo as being a result of using the auto-reply feature, which inadvertently sent a response to a Twitter handle containing offensive language [24166]. - Oreo apologized for the incident and explained that the offensive tweet was a result of poor decision-making in utilizing the auto-reply feature during the promotional activity [24166]. (b) The intent of the software failure incident related to accidental_decisions: - The software failure incident involving Oreo's Twitter account sending an offensive tweet was described as an inadvertent mistake caused by the auto-reply feature [24166]. - Oreo's spokesperson mentioned that the response containing offensive language was inadvertently sent to a Twitter handle due to the use of the auto-reply feature, indicating that the incident was accidental in nature [24166]. - The incident was promptly addressed and the offensive tweet was removed once Oreo became aware of the mistake, suggesting that it was not a deliberate action but rather an accidental decision resulting from the use of the auto-reply feature [24166].
Capability (Incompetence/Accidental) development_incompetence, accidental (a) The software failure incident related to development incompetence is evident in the article as Oreo's offensive tweet containing the n-word was attributed to a feature that automatically replied to users during a giveaway. This feature, which led to the offensive tweet, was part of an online brand promotion where an 'auto-reply feature' was utilized to acknowledge consumer tweets. The mistake occurred when a response was inadvertently sent to a Twitter handle containing offensive language, showcasing a lack of professional competence in implementing and monitoring the auto-reply feature [24166]. (b) The software failure incident related to accidental factors is also apparent in the article. Oreo promptly removed the offensive tweet and issued an apology after the offensive term was included in a message sent to a user. The offensive tweet was described as automatically generated, indicating that the inclusion of the offensive term was unintentional and accidental. Additionally, Twitter users reacted with shock to the offensive tweet, suggesting that the incident was not intentional but rather a mistake or accident [24166].
Duration temporary <Article 24166> The software failure incident in this case was temporary. The offensive tweet containing the N-word was sent due to the use of an 'auto-reply feature' during a giveaway promotion on Twitter. The offensive message was promptly removed once the mistake was realized, and Oreo issued an apology for the incident. The incident was attributed to the inadvertent response sent to a Twitter handle containing offensive language, indicating that the failure was due to specific circumstances related to the auto-reply feature used during the promotion.
Behaviour value, other (a) crash: The software failure incident in the article does not involve a crash where the system loses state and does not perform any of its intended functions. The incident is related to an offensive tweet being sent out by Oreo's official Twitter account due to an auto-reply feature, but the system did not crash. (b) omission: The software failure incident does not involve omission where the system omits to perform its intended functions at an instance(s). The incident is not about the system failing to perform a specific function but rather sending out an inappropriate tweet. (c) timing: The software failure incident does not involve timing issues where the system performs its intended functions too late or too early. The incident is not related to timing errors but rather a content-related mistake in the tweet sent out. (d) value: The software failure incident is related to a value failure where the system performed its intended function incorrectly. The system sent an offensive tweet containing the n-word due to an auto-reply feature, which was a mistake in the content of the message [24166]. (e) byzantine: The software failure incident does not exhibit a byzantine behavior where the system behaves erroneously with inconsistent responses and interactions. The incident is not about inconsistent responses but rather a single inappropriate tweet being sent out. (f) other: The behavior of the software failure incident can be categorized as a content-related mistake caused by the auto-reply feature of the system, leading to the sending of an offensive tweet. This behavior does not fit into the specific categories of crash, omission, timing, or byzantine behavior.

IoT System Layer

Layer Option Rationale
Perception None None
Communication None None
Application None None

Other Details

Category Option Rationale
Consequence property, theoretical_consequence Property: People's material goods, money, or data was impacted due to the software failure. The software failure incident involving Oreo's Twitter account sending an offensive tweet containing the n-word resulted in the offensive message being sent to a user, causing shock and outrage among Twitter users [24166]. This incident impacted the reputation and image of Oreo as a brand, potentially affecting consumer perception and trust in the company. Additionally, the offensive tweet had to be promptly removed, indicating a direct consequence on Oreo's online presence and social media strategy.
Domain information (a) The failed system in this incident was related to the information industry as it involved the official Twitter account of Oreo sending an offensive tweet containing the N-word [24166].

Sources

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