More and more companies are embracing social media like never before, taking to Facebook, Twitter and other tools in droves to connect with the customers of tomorrow – but it’s not always so easy.
Businesses that focus only on implementing social media technologies rather than on how to use social collaboration for business success often fail.
Some recent examples:
- The Vodafone Twitter account Tweeted this message: @VodafoneUK: is fed up of dirty homo’s and is going after beaver
- CNN’s senior editor of Middle Eastern affairs, Octavia Nasr, was shown the door after sending a tweet that expressed respect for the Shiite cleric Grand Ayatollah Mohammed Hussein Fadlallah. Despite a lengthy explanation of her 140 character foot-in-mouth, CNN brass stood by their decision
- The Internet was buzzing with anger following a tweet on fashion designer Kenneth Cole’s (Chairman and Chief Creative Officer) account that many feel makes light of the protests in Egypt
And how the turn comes to Chrysler.
The official Twitter account of Chrysler brand vehicles dropped the F-bomb in an update from an employee at the automaker’s social media agency. The post read:
I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive
While the tweet has since been deleted, the original post was retweeted by several people on the popular social network, making it impossible to erase from the Web.
The embarrassing flap is a look into the dangers that can come with having official corporate profiles across a bevy of social networks – many of which are handled by third-party marketing agencies.
Chrysler posted a blog saying the employee from New Media Strategies who apparently sent out the vulgar tweet has been fired.
Although Chrysler seems to have gained more followers as a result of the mishap, it highlights the danger of automakers using such direct forms of communication with customers, which they are doing in ever-increasing numbers.
Bad taste on Twitter can’t always be prevented (Kenneth Cole), but please, brand Twitter account managers of the world, double-check your tweets.
Continues: Social media isn’t as easy as it looks
Short URL & title:
Yet another social media failure — http://www.torbenrick.eu/t/r/tam
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