Once Tweeted, Never Deleted: The Digital Footprint of Brooke Schofield
In an age where every tweet, post, and comment is publicly available, the digital footprints of public figures are under intense scrutiny. Brooke Schofield, a rising star on TikTok, is now facing backlash as her past tweets come to light.
Schofield, an influencer based in Los Angeles and co-host of the podcast "Cancelled" with Tana Mongeau, became a notable figure on TikTok, captivating users with content about her former relationship with musician Clinton Kane, reaching over tens of millions of views and securing many brand partnerships. However, racist and homophobic tweets from her past recently resurfaced, casting a shadow over her rising fame.
Schofield posted several racist and homophobic tweets between 2012 and 2016, including a defense of George Zimmerman, the man who shot 17-year-old Trayvon Martin: “Guarantee if Zimmerman shot a white guy this wouldn’t even be a story. NEWS FLASH THIS WASN’T A CRIME OF RACISM IT WAS SELF DEFENSE.”
Fallout and Public Reaction
Schofield issued an apology shortly after the scandal broke. In her apology, she attempted to acknowledge her past errors by explaining her background: “My grandfather is a very, very right-wing conservative man. It was like my household was literally just Fox News all the time… and that was just like the only thing ever that I had been exposed to,” Schofield elaborated. “I am 27 years old now. I’ve had so much time to learn and grow and, like, formulate my own opinions, and they are nothing like they were when I was 17-18 years old.”
The public largely rejected Schofield’s apology, perceiving it as filled with excuses, which led to a loss of fans and significant backlash. Her social media accounts were flooded with critical comments expressing disappointment and disbelief over her past behavior.
“The ‘she was young’ defense is such bullshit as if young POC dont have to grow up around demonic racists like this. F her,” commented one user on the r/LAInfluencerSnark subreddit. “She was as old as Trayvon when he was murdered and she sure was quick to claim that he was an adult,” commented another.
The clothing brand Boys Lie, which partnered with Schofield, acknowledged the incident and ended their partnership, removing any posts featuring her from their platforms.
Advice for Navigating a Digital Footprint
Schofield’s attempt to shift blame to her upbringing was not well-received. Instead of deflecting responsibility, she should have taken full accountability for her past actions. Acknowledging mistakes without excuses and showing genuine growth is crucial in regaining trust and credibility.
This situation also highlights the importance of understanding and managing one's digital footprint. In today’s digital age, everything shared online is permanent and can significantly impact one’s reputation, regardless of when it was posted. It can affect personal and professional opportunities, as online reputations are often scrutinized by employers and collaborators.
Effective crisis management in public relations involves proactively auditing and addressing any potentially damaging material. A well-maintained digital presence contributes to a consistent brand image, fostering engagement and loyalty. As cultural norms evolve, PR professionals also ensure that messaging remains inclusive and sensitive.
At Emerson Street Media, we are committed to maintaining a vigilant and conscientious online presence by regularly auditing past content and implementing proactive reputation management strategies. We recommend that Schofield issue a comprehensive and sincere apology, take accountability for her past behavior, and demonstrate her commitment to change. This can include supporting social justice causes and educating herself and others on the issues she previously disrespected.
Utilizing PR services such as crisis management, media training, and brand rehabilitation can also aid in effectively rebuilding her public image. Emerson Street Media offers these services to help navigate this challenging period and restore a positive public image for individuals and organizations.
