[Warning: Massive spoilers for last night's midseason finale of The Walking Dead follow.]
The mideason finale of The Walking Dead aired on AMC at 9 p.m. ET last night and featured at least one major character death.
It was a shocking moment, especially if you were on the East Coast and were able to watch it live. If you were saving the episode for later, or live on the West Coast, there is a good chance the show's own social media accounts ruined the surprise for you.
And they weren't exactly subtle about it.
The show's social media team didn't handle it any better on Twitter.
There's nothing wrong with using a major event in a show for promotion. The problem occurs when this happens before the show even airs for everyone in the country. Spoiling an event this large on a show this popular, and spreading that spoiler across multiple social networks, is a major pop culture faux pas, and everyone involved should know better.
AMC, get your shit together.
Update: AMC apologized for the spoilers with a Facebook post on the evening of Dec. 1, saying, "We heard your feedback to last night's post, and we're sorry. With zero negative intent, we jumped the gun and put up a spoiler."
The apology did not indicate that the original spoiler post was a mistake, but AMC added that it will "work to ensure that, in the future, possible spoilers by official AMC social feeds are killed before they can infect, certainly before the West Coast (U.S.) broadcast of The Walking Dead."