Recalling the BP Oil Spill Crisis, What Was the Biggest

Recalling the BP oil spill crisis, what was the biggest shortcoming in the company's social media efforts?

A) Company "tweets" put the organization first.
B) BP failed to make use of multiple social media channels.
C) They designated only one single spokesperson.
D) The company appeared to be defensive and negative.
E) BP's social media outreach did not gain enough attention to go viral.