Social media giveth, and social media taketh away. If you’re United Airlines, it mostly taketh away these days.

Last week, the company launched a social media campaign built around the hashtag #UnitedJourney and encouraged passengers to share their travel photos.

That once-promising campaign has since been co-opted by social media users irate that a United passenger was dragged off a flight because the airline overbooked it:

@united @FoxNews @CNN not a good way to treat a Doctor trying to get to work because they overbooked pic.twitter.com/sj9oHk94Ik — Tyler Bridges (@Tyler_Bridges) April 9, 2017

Here’s the original tweet:

Watch what happens when travelers from around the world follow their wanderlust — use #UnitedJourney to share your travel pics. pic.twitter.com/8Z9gAfixAg — United (@united) April 5, 2017

Here are a few responses, many of which feature a screengrab of the bloodied man being dragged down the aisle of the plane:

So when will @united update their pinned tweet to include this photo in their slide deck? #UnitedJourney pic.twitter.com/RpnioaDnhU — Robert Beezer (@PatriotBeezer) April 10, 2017

@united @EPCoan #UnitedJourney begins with a paid for ticket, ends with a violent assault as you are dragged off a plane for a mistake made by United. — Brenda🦋🌎 (@Sadiesniece) April 10, 2017

@united #UnitedjOURney watch what happens when four United employees decide to bump a doctor off a plane who was tying to go home to see patients pic.twitter.com/zHIDpb2UPi — Baestradamus (@ikeeptalking) April 10, 2017

And here’s an added dash of irony: Last month, PR Week named United CEO Oscar Munoz “U.S. Communicator of the Year.”

Tonight we will honor United Airlines CEO Oscar Munoz as PRWeek U.S. Communicator of the Year #PRWeekAwardsUS https://t.co/MYb0xSH385 pic.twitter.com/N4unyKTdfD — PRWeek US (@PRWeekUS) March 16, 2017