See the rest of TIME’s Top 10 of Everything 2013 lists here
10. Chipotle hacks our expectations
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— Chipotle (@ChipotleTweets) July 21, 2013
The hacks started in the spring. First it was Burger King. Then Jeep. And then the AP, which resulted in a terrifying stock drop. So when Chipotle’s official account started sending out seemingly random tweets, people raised an eyebrow—before returning to their burrito bowls. Turns out we were all wrong. It was a giant publicity stunt (ring a bell, MTV?) designed to promote the fast-casual restaurant’s 20th anniversary. Sadly, this probably didn’t stop people from getting their burrito fix.
9. The selfie you can’t unsee
Everyone knows someone who can’t stop posting pictures of his ripped body on Facebook. You know, that guy who goes on and on about juicing, lifting, his P90X workout or his Crossfit regimen. For a few hours this September, journalist Geraldo Rivera was that guy, making the Internet hate him more usual. There was real-life fallout beyond all of the ridicule: Rivera was kicked off a panel at Duquesne University.
8. Oops, he did it again
Kenneth Cole just can’t help himself. But he’s made this list for the second time in two years, so maybe he’s getting exactly what he wants.
7. This is why we can’t have nice things
@Horse_ebooks was supposed to be an automated promotional account for an equine-themed ebookstore, spitting out weirdly profound non sequiturs like “everything happens so much” and “as you might know, I am a full time Internet.” So when the account’s master was revealed to be a human, a passionate group of fans were not happy. Turns out the account has a long history that starts with a Russian web developer and ends with a Buzzfeed employee. It was good while it lasted.
6. I dreamed a dream this tweet didn’t exist
Although not as damning as other brand appropriations of serious events, the Golf Channel’s MLK tweet prompted a serious facepalm.
5. Step away from the computer
Amanda Bynes’ bizarre breakdown this year went mainstream when she took to Twitter to lash out at a number of public figures like the Obamas, Drake, Rihanna and Jay-Z. Some of her other highly publicized antics include throwing a bong out the window of her apartment and wearing a blue wig to her court hearing. Her Twitter tirades are a painful—and powerful— reminder about the ability of social networks to give people a voice during the best and worst times of their lives.
4. The non-apology apology
Esquire was slammed after the famous 9/11 “falling man” image appeared near a story about morning commutes. The technical glitch was a bad mistake. After all, the magazine is known for publishing the definitive account of the tragic photo. But their terse tweet about the unfortunate error came off as the most disingenuous mea culpa ever.
3. The Onion breaks character
The Onion is usually on its game. Except for earlier this year, when the satirical news site decided to call 9-year-old Quvenzhane Wallis a word most people wouldn’t call their worst enemy. The over-the-top tweet about the youngest-ever Best Actress Oscar nominee was deleted about an hour after it went up. But the damage was done. Backlash raged for more than 12 hours before the brand broke character—a rare event—and posted an apology on Facebook.
2. Not the sharpest tool in the shed
Home Depot found itself in hot water after a racist tweet was posted to the brand’s account. The retailer immediately deleted the tweet and issued an apology, saying it had fired the outside agency and individual responsible.
1. Taking it a step too far
Philadelphia reporter Joyce Evans probably thought she’d pick up a few new followers by referencing the year’s hottest show in a tweet. The only problem? Her point of comparison was a mass shooting, paired with a tacky on-air promo. Twitter immediately took her to task for making the inappropriate connection. And the tweet wasn’t the worst part—her subsequent attempt to dig herself out of the hole without a sincere apology upped the cringe factor by 10. She’s tweeted only a few times since. Maybe that’s for the best.
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