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14 Mar



Chrysler Tweet Gone Wrong

March 14, 2011 | By | 2 Comments

Can you trust the people who act as your official brand representatives on social media?

In a tweet from Chrysler’s brand account, an employee of the car maker’s social media agency suggested that the citizens of the Motor City didn’t know how to drive.  And, to make matters worse, the employee did it while dropping the f-bomb.

The agency fired the employee—and Chrysler fired the agency.

Then there was this statement from Chrysler as reported in USAToday:

“Chrysler Group LLC will not renew its contract with New Media Strategies (NMS) for the remainder of 2011. NMS has agreed to support us with an orderly transition until a new agency has been named. We thank them for the work they have provided to us and wish them the best as they move forward.”

It doesn’t matter whether your social media is staffed in–house or through a social media agency, it’s critical to make sure your online brand reps are reliable, trustworthy, and they have guidelines to work from. Employees need to know how you expect them to represent the company. If you haven’t already done so, consider developing a set of social media guidelines.

Now is the time to do it, before you end up facing a catastrophe.  To find out what a comprehensive social engagement policy looks like, check out these guidelines from Intel. You can also check out this blog post “Nancy Flynn on Creating a Social Media Policy” for an outline of considerations to make when formulating policies.  Every company should have social media policies in place (or even guidelines for their employees to follow, so they are aware of how you expect them to behave), but it’s especially important in industries that undergo oversight or regulation, such as health care or finance.

Read the full story on Chrysler from Marketing Pilgrim’s Frank Reed.


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