An “F bomb” got posted, apparently inadvertently albeit very carelessly, on Chrysler’s Twitter account by their social media agency. Chrysler fired the agency. Ad Age made it a headline story. And many have used it as an example of the ills of social media or allowing an outside agency to post communications on behalf of their sacred brand.
First, no excuse for the person responsible. You were paid to represent your client. Sloppy, irresponsible and in extremely poor taste. But, no excuse for the reaction about social media – many comments in Ad Age from ad professionals. Many noting the need for greater control. A lot of sanctimonious “protection” of the brand.
Here’s something to think about. There are many other posts out there. And quite a few are not terribly kind to dear ole Chrysler. The days of controlling everything said about your brand is history.
Something else, how about employing the rapper Eminem for network television spots? A rapper that phrases all kinds of verbal trash. How responsible to their vaunted brand is that? So, its okay if you stage it, but not okay if it happens accidently?
Another thing. Consumer Reports and many other consumers don’t think very highly of your product quality. How about those posts?
Chrysler, despite your continued ills – poor taste in advertising endorsers, poor product and using taxpayer money to stay alive – you show no mercy to an obvious mistake of your social media agency? Your PR people may be patting themselves on the back for a quick media cleanup, but your brand remains tarnished. And, not because of an inadvertent Twitter post.
“Let advertisers spend the same amount of money improving their product that they do on advertising and they wouldn’t have to advertise it.” Well stated, Will Rogers.