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Picture yourself at the movies, chomping on popcorn and catching the latest horror blockbuster. An uneasy feeling creeps up as you watch - something terrifying is undoubtedly going to happen. You’re tempted to turn your face from the screen and bury it into your neighbor’s shoulder.
The reaction to watching a horror flick is similar to the way we felt every time we saw a social media brand fail this year. It was cringeworthy to watch, and yet we couldn’t turn away.
In the spirit of Halloween, here are 13 scary social moments of 2014 - what went down, how the brand handled it - and our advice for next time.