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What Chrysler’s F@!#ing Tweet Means to You

If you haven’t heard by now, you probably should: two weeks ago an employee of Chrysler’s social media marketing agency “New Media...

Photo Credit JD Rucker

If you haven’t heard by now, you probably should: two weeks ago an employee of Chrysler’s social media marketing agency “New Media Strategies” tweeted about the traffic in Detroit. In this tweet, this person not only poked fun at the city but used an expletive (see above). Unfortunately for them, the device that they used to update also managed an account other than their personal Twitter – the Twitter account of their client, ChryslerAutos. By the time the tweet was caught, the damage was done. Thanks to the viral nature of social media, the tweet had been retweeted hundreds of times and there was already an ongoing discussion about what this meant for Chrysler.

At the end of the day, is this slip up going to lose Chrysler business? Probably not. With the added publicity, Chrysler might get a PR bump from all of this. However, to the person who released the tweet and has found themselves without a job, I would argue that this was a lesson learned the hard way. Here are some tips to help us to avoid the same mistake:

  1. Double Check Your Accounts: Make sure you’re tweeting where you want to. For those of us with multiple accounts I’m sure it can be confusing to keep them straight. If you’re tweeting for clients and also maintaining a personal account, this is a reminder to make sure you check to see which account you’re updating. Even if you’re confident, double check. It only takes the click of a button to ruin a career, a business, or a brand perception.
  2. Write, Read, Pause, Send: Too many people update before thinking all the way through. Because of the quick and succinct way people tend to update, care is often forgotten in the hopes of getting an idea out as quickly as possible. My Twitter feed would be a lot interesting if people took the brief moment to pause and think about their actions before they tweet. What are you trying to say? Is it important to your audience? Is it relevant to the conversation? If these questions don’t have legitimate answers, don’t send it. It probably won’t get read anyway.
  3. Keep it Clean: No matter whom you are or how confident you are that everyone understands you on Twitter, they don’t. Keep your Twitter account clean, professional, and avoid being overly negative. People like gossip but let’s be honest – we can’t pull it off like Kanye West. Keep it interesting, but also understand your audience.

Please check these articles out for more information:

The Chrysler Tweet: The Take from An Agency Owner by Gini Dietrich.

A Lesson from Chrysler: Tweet With “#&@&ing” Care by JD Rucker.


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