MSLGROUP: Trouble in #motorcity - Stephen Marino

Last week here in the US we witnessed how human error in social media can have serious and dramatic consequences The now infamous yet errant tweet from the ChryslerAutos Twitter account read as follows quotI find it ironic that Detroit is known as the motorcity and yet no one here knows how to fking drivequotIt was pulled down in a matter of moments but still too late in the ever on ever watched conversations in social media And as the tweet was picked up by blogs before it was pulled Chrysler went into response mode Initially people there stated that the account had been compromised read hacked then they announced that it was the mistake of someone on their social media agency39s account team That individual was subsequently fired Chrysler pulled the entire account from the agency Reports indicate that the individual who sent the tweet thought he was sending form his personal accountbut as he was logged into the ChryslerAutos account he sent it from thereIt comes down to human error that could have been easily prevented through what I consider standard if not routine protocols that anyone with admin access to a company39s official social media account should follow to prevent such an incident But in this instance those protocols were not in place and a big brand had a big problem on its hands Or did itHow much more relevant and quotin touchquot would Chrysler be if it had used this instance as an opportunity to embrace its new quotrebel imagequot campaign They have Eminem music in their corporate branding campaign George Washington chasing the establishment representative British red coats And an errant tweet with the Fbomb in itChrysler could have apologized for the tweet and then come out with another one that gave the brand a personality in line with its new campaign Could have been something along the lines of quotBut we all know the motorcity drivers we39re talking about Or for that matter anycityUSA driversquotWe all complain about crazy drivers Chrysler could have tapped into this everyperson everyday sentiment and maximized the power of social media Instead they betrayed their new rebel image by acting like the oldschool company and making heads rollIf you want people to believe your campaign that you are a reborn company with a rebel image for rebel consumers you have to be a rebel That Fbomb tweet if handled properly could have gone miles in reinforcing the rebel image Instead Chrysler dropped the ball in hope that playing Eminem songs in their 30second spots will make them cool failStephen Marino is the North American director of digital and social media for MSLGROUP He brings over 17 years of experience in developing digital business and communication strategies as well as social Web development solutions Stephen can be reached at stephenmarinomslgroupcom Read all Stephen39s MediaBizBloggers commentaries at Critical ConversationsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

MSLGROUP: Trouble in #motorcity - Stephen Marino

Author

Publish date

Channel

Archived in

Stephen Marino

The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

MSLGROUP: Trouble in #motorcity - Stephen Marino

Enjoying This Commentary? There's More to Love

Stephen Marino

The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

The payment was successful

Cookies