Home  › Social › Social Media
chrysler-detroit

Chrysler Sacks New Media Strategies Over Errant Tweet

  |  March 10, 2011   |  Comments

An employee of NMS who dropped the F-bomb in a tweet from the @ChryslerAutos account was fired, but it wasn't enough to save the client relationship.

Social media managers across the nation are likely sweating bullets - and putting new security mechanisms in place - after an errant Tweet led Chrysler to fire its social media agency, New Media Strategies.

Yesterday morning an NMS staffer tweeted from the @ChryslerAutos account, "I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive." Coming from a company that has staked its brand identity on loyalty to a resurgent Detroit, the flub was especially appalling - hence the harsh reaction. The Twitter account in question has just over 8,000 followers.

"So why were we so sensitive?" Chrysler wrote in a blog post today. "That commercial featuring the Chrysler 200, Eminem and the City of Detroit wasn’t just an act of salesmanship. This company is committed to promoting Detroit and its hard-working people. The reaction to that commercial, the catchphrase 'imported from Detroit,' and the overall positive messages it sent has been volcanic."

According to Chrysler and NMS, the unnamed employee had intended to send the message from his or her personal account. The agency canned the staffer - not at Chrysler's request, the automaker emphasized - but it wasn't enough to save the relationship.

NMS issued this statement: "New Media Strategies regrets this unfortunate incident.  It certainly doesn’t accurately reflect the overall high-quality work we have produced for Chrysler.  We respect their decision and will work with them to ensure an effective transition of this business going forward."

Each of Chrysler's brands will assume day-to-day responsibility for its own social media efforts until the company assesses its needs and names a new social media agency, a Chrysler spokesperson said.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...