Gini Dietrich

KitchenAid Handles Offensive Tweet Crisis Extraordinarily Well

By: Gini Dietrich | October 4, 2012 | 

I woke up this morning to a flurry of emails about KitchenAid.

Apparently, whomever runs their Twitter account made the fatal mistake others before have done.

Brands such as Chrysler, Kenneth Cole, and CelebBoutique have all made the mistake of tweeting something offensive from the business account, when it clearly was meant for the person’s personal account.

It should be old news by now. The stray tweet, the deletion of said tweet, the apology, and the wildfire spread of people retweeting and making fun of the brand.

And yet…

Mashable ran a play-by-play of what happened with KitchenAid last night.

The Story

During the Presidential debate last night, the person handling the KitchenAid account tweeted this:

The tweet was deleted almost immediately but not, of course, before it was screen grabbed and retweeted to death.

And then something surprising happened. KitchenAid caught their mistake and handled it. Immediately.

And then, Cynthia Soledad emailed Mashable to say:

During the debate tonight, a member of our Twitter team mistakenly posted an offensive tweet from the KitchenAid handle instead of a personal handle. The tasteless joke in no way represents our values at KitchenAid, and that person won’t be tweeting for us anymore. That said, I lead the KitchenAid brand, and I take responsibility for the whole team. I am deeply sorry to President Obama, his family, and the Twitter community for this careless error. Thanks for hearing me out.

And then she tweeted directly to the President to apologize.

She did everything right. So why is this news?

The Communications Lesson

Americans love to build people (and organizations) up so we can tear them down and build them back up. We love a good underdog story. Heck, human beings love to watch a good train wreck. It’s why traffic gets so messed up when there is an accident on the other side of the freeway.

But the lesson here is in how KitchenAid handled it. They did everything exactly right. They didn’t try to brush it under the carpet. They didn’t ignore it. They handled it. On Twitter and as soon as it happened.

It was probably a long night for Cynthia Soledad and her team. Today will be a long day as they sift through the people on Twitter who are making fun of them.

But from a crisis standpoint? They did everything exactly the right way. This will be old news by tomorrow.

The Personal Lesson

There is a personal lesson in this for every one of us who handles social media for an organization.

If you manage more than one account, have a different app for each one. I get it’s hard to switch back and forth between your accounts on your phone, so figure out a different way of doing it.

It might take a little bit longer to switch back and forth between apps, but it’ll save you some embarrassment – and maybe even your job – in the long run.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • Great story. I watched some of this unfold, and I love that they handled it well, and handled it fast. Definitely a great lesson for all of us.

    •  @KenMueller if only you had handled your own PR crisis that well last year when you were speeding in your Vette and ran that couple off the road before crashing into the Green Dragon.

      • magriebler

         @HowieG  @KenMueller I remember that! I read about it on Twitter! And Mashable! And a poster of Ken was at the post office too, as I recall.

        •  @magriebler  @HowieG  @KenMueller Poor Ken isn’t here to defend himself!

        •  @ginidietrich  @magriebler  @HowieG I’m sorry, I was out visiting my parole officer. Did I miss anything?

  • Here’s the rub for me… is it THAT hard to have different tools set up for business and personal? Accidents like this are avoidable. There is really no need to manage personal and client or company accounts in the same tool. Too many things like this have happened and well social media managers continue to make the same mistakes… it is donkey turds (trying to be PC)

    •  @jeffespo I don’t think it is that hard to have different tools set up for business and personal. I also don’t think we should be tweeting really offensive tweets about someone’s grandmother, even if you don’t agree with the leader of our country. But we are all just human and we all make mistakes. 

      •  @ginidietrich I agree with that, but social media has given the stupid a soapbox to pontificate from. I also question their hiring screening for this dude… And does that mean I need to take back jokes about you when you become a granny?

        •  @jeffespo You can’t ask questions in hiring that would get you to a person’s political or religious beliefs. I’d like to think no one on my team would tweet something so insensitive, but I also know you get in a heated discussion sometimes and it’s not so easy to walk away from the keyboard. The reason I didn’t see any of this last night is because I had to physically put my technology in the other room so I wouldn’t get wrapped up in what people were putting online. It’s happening everywhere, no matter where you work. And it’s really, really awful.

  • DOH! Last night everyone on my block went outside and burned all our Kitchen Aid appliances in protest. We also placed a bounty on the tweeter’s head and are picketing the local kitchenware store to drop the brand as we speak.And I totally need a new blender now 8(
    This is actually very interesting because Twitter has replaced Facebook for this stuff. Back in 2008 the news would say ‘From Sarah Palin’s Facebook page she wrote this’. When was the last time a facebook page was quoted in the news or even a blog? 2009?
    Now it is twitter. Only 8% of the US is active on Twitter. But all the national and local news posts tweets all the time from politicians, celebs, sports people etc. Which proves Twitter has an outsized influence in our culture. The tough thing for brands is while it amplifies the good and ba for the first group I mentioned, rarely does it amplify the good for brands. But as you can see the bad….Kitchen Aid only had 24,000 followers. But I bet 25-50mil people in US has something by kitchen aid in their kitchen.

    •  @HowieG One of the things I show when I speak is the tickers that run along the bottom of TV shows that say, “This is being reported on Twitter.” It has fundamentally changed the way we communicate. 

  • BTW the REAL NEWS is I am still blocked from commenting at Mashable. Even with the twitter handle name change. How is that possible? I guess Pete is still sore from my long term abuse. Poor guy.

  • Yes, Ms. Soledad did handle the crisis with a believable apology and conscience. I admire her swift command of the issue at hand. As far as the fallout on social or  traditional media, I have no interest in following as there will always be bottom feeders who prey on the mistakes of others.  Aside from teaching lessons posts on crisis management the issue has gone through the rinse cycle for me. 

    •  @annelizhannan I was kind of shocked when I looked at their Facebook page this morning. Give me a break, people. We ALL make mistakes. Yes, the tweet was offensive. Yes, it was avoidable. But it happened and they owned up to it.

  • I think what annoys me most about these goofs is the inevitable witch hunt that follows. KitchenAid’s FB page is already rife with comments calling for the ouster of Cynthia Soledad and a boycott of products. Stupid, stupid. 

    •  @jasonkonopinski Some people just have nothing better to do. It’s like the people who were calling for a boycott of Papa John’s on Paps John’s Facebook page because the pizza maker is a sponsor of the NFL, and the NFL was using replacement refs who were ruining the game.
      I mean, there’s an obvious connection there…

      •  @bradmarley  @jasonkonopinski And here’s the thing…there have been plenty of times I’ve thought a company’s leaders acted so badly, they should be hurt in terms of sales. But it’s rare that happens. In fact, after the Kenneth Cole gaffe, where he made no effort to apologize and the whole social world was all over it, his stock went UP.

  • PattiRoseKnight

    Way to go Kitchen-Aid!  You acknowledged a mistake, apologized and moved on….see how easy it really is world?

    •  @PattiRoseKnight It really is. Just say you’re sorry. It makes life so much easier in the long run.

  • susanavello

    You make valid points here. They did handle it the best way it could have been handled. Being a manager of many social accounts I have made the mistake of posting to the wrong account (early on) but you carefully move on and are so careful in fact, that you make sure when you hit that post button you aren’t posting anything that could be detrimental. I try and refrain from any political rants online. That helps my overall brand strategy, no matter which account I’m managing. Thanks for addressing this. 

    •  @susanavello I’m boiling a blog post in my head about what’s appropriate to discuss on social media and what is not. We’ve all been taught there are two things that aren’t appropriate discussions in public – religion and politics. So I’m with you – I prefer to keep those out of my online conversations.

  • aschweig

    @ginidietrich publicly throwing your employee under the bus? @ToddRBailey

    • ginidietrich

      @aschweig Publicly throwing your employee under the bus is to say their name and outing them. She did not do that. She took responsibility

      • aschweig

        @ginidietrich kind of splitting hairs, but she did say that person would not be tweeting for them anymore, felt that was maybe a bit far

        • ginidietrich

          @aschweig MUCH better than what Chrysler did with making a public display of firing the kid who made the F bomb mistake.

        • aschweig

          @ginidietrich well that’s certainly true. I think the key point is that she took responsibility for her team’s actions.

        • megmroberts

          @ginidietrich @aschweig Chrysler didn’t just fire the person who posted the Tweet, it also fired the whole agency. Talk about extreme.

        • ginidietrich

          @aschweig I think so, too

        • ginidietrich

          @megmroberts @aschweig Yeah…I thought it was really extreme. Red Cross had a similar incident and they handled completely differently

      • aschweig

        @ginidietrich the rest of the response, I agree, was spot on

        • ginidietrich

          @aschweig Oh I’m not sure I agree. Saying the person won’t be tweeting for them anymore is what we would have advised a client to say.

  • JeffHaws

    Using a different app for each account is a great tip and one not nearly enough people do. It’s way too easy to just not realize which account you’re in when you’re running around with your phone and trying to post something quickly. I’ve had a couple of times when I’ve had to punch myself in the face (almost literally … OK, somewhat literally) because I started to type a personal tweet on my company account. I’m not exactly making fun of the president’s grandma or throwing curse words around like a scurvy sailor on my personal account, but it’s also pretty far from being buttoned up and corporate-y. That’s why I put them in separate apps a few months back, and it pretty much solves the problem, even if I curse (like said sailor) my Tweeting inefficiency from time to time.

    •  @JeffHaws I would pay to see you punch yourself in the face.

      •  @ginidietrich  @JeffHaws I would also pay for this. 

  • mayashoucair

    This is exactly why I make a point of never managing my company’s social media from my phone, and I use a different browser for my personal accounts and my company’s accounts. I am pretty impressed with how they handled it though.

    •  @mayashoucair Good call not to manage the business side from your phone!

  • I like the idea of using different apps, Gini. I always find myself double-checking before I post something from my phone. When at work, I use separate browsers and applications, though, if I happen to update my personal accounts during work hours (which is unusual, but still).
    I am impressed with how they handled the situation! They could have easily tried to ignore it and move on. They took quick action, and I do believe that will save them from this crisis being carried out even longer.

    •  @courtney petty I agree with you. The key to a crisis is apologizing and saying what you’re going to do to fix it. They did this. And they did it immediately, which says a lot about their expertise in using social media.

  • Gini, you are absolutely right when you say humans love a good train wreck. There were users on Twitter last night who looked legitimately excited about the fact that another major brand had screwed up on Twitter. (I base this on the use of exclamation marks.)
    Like Michael Caine’s character said in The Dark Knight: “Some men just want to watch the world burn.”

    • magriebler

       @bradmarley I’d love to meet these perfect people who never make mistakes and live in glass houses with abandon. This story makes me sad because it’s another example of how we continue to glory in the bad news of others. Who would want to be Cynthia today? Not me. I hope that Kitchen Aid senior management remembers her mature, appropriate handling of the situation instead of the staff person’s really disgusting tweet. I hope.

      •  @magriebler  Well said. Agree that we focus so much on the “fails.” 

    •  @bradmarley I have no doubt there were people excited about it. Too many take great joy in screw-ups. 

  • jbondre

    @marcymassura agreed.

  • elle_hansen

    @marcymassura I agree!

  • jtowriss

    @steveskojec Thanks,Good analysis. Mistake was not the tweet,but twitter handle. Just for clarity, tweet was intended which raises other Q’s

    • SteveSkojec

      @jtowriss I’m with you. Whoever tweeted that was a tool, and shouldn’t have had the keys to that account.

      • jtowriss

        @steveskojec I agree Kitchenaid acted admirably & quickly to take responsibility and do what they could to rectify. Maybe ends up a positive

  • It’s already old news in my book… it’s actually quite refreshing to see someone take accountability for someone else’s moranity (cool new word, huh?). The apologies were short, to the point, and weren’t shifting blame or over cooked. Kudos to Cynthia for handling it so well.

    • Wiebesick

       @SociallyGenius I agree, Tony.

    •  @SociallyGenius Moranity? You and allenmireles could create an entirely new dictionary!

      •  @ginidietrich  @SociallyGenius And we may…

  • ogremum

    @TidyMom @KitchenAidUSA I most certainly won’t stop using the products. Ppl do stupid things in heat of moments + they handled it very well.

    • TidyMom

      @ogremum agree! @KitchenAidUSA handled a tough situation in a way I would expect something like that to be handled! Says a lot about them

  • EidsofWick

    @ginidietrich i agree it was an effective response. I wonder if there’s a smart way to offer a mea culpa and turn this to advantage?

    • ginidietrich

      @EidsofWick I don’t know. What kind of mea culpa do you think is appropriate?

      • EidsofWick

        @ginidietrich well Cynthia Soledad apologized, but the brand is very much in the news. Could they have a grandmothers appreciation sale?

        • ginidietrich

          @EidsofWick It is…but it’ll be dead by tomorrow. But I like the idea of a sale. Maybe I can buy something too!

  • alunwin

    @RebeccaEdgar Hey there! Any experience with media and Comm strat plans for conferences?

    • RebeccaEdgar

      @alunwin hey! Yes, some. What’s the conference?

      • alunwin

        @RebeccaEdgar check it out! We should chat more soon!

        • RebeccaEdgar

          @alunwin for sure. Site looks good.

  • EVERY SINGLE PERSON has died a slow death tweeting from a client’s account. Heck, I even tweeted something that I thought was a DM; back in the day when I was noob. What happens? Panic and a “teachable moment” as peeps say. Indeed. 
    Admire the Kitchen Aid folks for doing this right, for sure. 

    •  @Soulati | B2B Social Media Marketing I did this once a few years ago. I was DMing with a friend. I may or may not have been making fun of a moronic tweet a competitor sent. But I PUBLICLY tweeted it. I was horrified. And I called her immediately and apologized. She took it in great stride. You only make that mistake once.

  • I saw this on every social network imaginable last night. Painful? Yes. Oopsie? Sure. Great “recovery” and apology by KitchenAid? HELL YEAH.
    But …
    The more I see stories like these, the more I think: Who cares? Why is this news? We are humans. We make mistakes. Shit happens (can I say shit here?). I guess I just don’t know why it’s such a big deal. 
    To be clear Gini, this is in no way a knock on this blog post. I love how you outlined what happened, yet really focused on the lessons learned. 
    However, I just wish we – the media, the content creators, etc – would share the AWESOME stuff that happens more than calling out the oopsies.
    Love to hear your thoughts.

    • magriebler

       @djwaldow I totally understand what you’re saying. But I think our second life in social media is still so new and there’s so much terrain to be mapped that these stories help us find more secure footing. I had never thought to use a different app for a client’s/employer’s account. Great tip and I won’t forget it.
      So here’s to the day we don’t need these stories any more! In the meantime, I’m grateful to read them.

      •  @magriebler Fair point. I guess what seems to be missed too often with this stories is that we are all human. We make mistakes. We’ve ALWAYS made mistakes … social media amplifies that.

      •  @magriebler  @djwaldow Yes I’ve got quite a few apps, each for a different account. The only way I can handle it!

    •  @djwaldow Opsies are what you really love don’t lie. The problem with this is that it is avoidable as were the other ones that have come up in the past. Is it too hard to separate work and personal into two different tools?Mistakes do happen and yes we all make them, why add another layer of potential failure?I know I use different tools, do you? 

      •  @jeffespo I don’t work at a company anymore. It’s just me. I post whatever I want, whenever I want. I post political stuff too. BUT … that’s my own choice. When I was at Blue Sky Factory, I had diff tools for diff accounts.

        •  @djwaldow I know, was more asking for the second area. You are now representing you and what you want to do so it works, the company end it makes no sense to use 1 tool for everything. 

    •  @djwaldow We try really hard to have a good balance here. Actually, I’d say I highlight the bad about a quarter of highlighting the good. But I always put it in the outline of a lesson. There is plenty we still don’t know about this social media world and – I think – it’s good to show how we can learn from another’s mistake without condemning that person or organization. 

      •  @ginidietrich Which is (another) reason why you are awesome.

  • jonbuscall

    Interesting that the recovery almost becomes more of the story than the story itself. This kind of event (cock-up, followed by recovery) is almost becoming a technique for attention and going viral. 

    • John_Trader1

       @jonbuscall This is a good point Jon. Dare I say that sometimes mistakes can actually be a benefit to a brand in the long run?

      •  @John_Trader1  @jonbuscall You might be right. I know it’s benefitted other organizations. But, based on how they handled this so swiftly, I think it was out of pure intentions. Not like Kenneth Cole, who was so excited he created controversy, he didn’t care what it did to the brand.

        • jonbuscall

           @ginidietrich  @John_Trader1 Fair point. However, I think the risk is that this may become a bit of a viral strategy for attention because it creates interest but also demonstrates a certain level of professionalism. Showing weaknesses can, of course, be a useful strategy sometimes. 

        •  @jonbuscall  So do you think organizations will actually create this “crisis” so they get the attention?

        • jonbuscall

           @ginidietrich I think someone will think of it as a strategy to get seen, a moments attention, before being very slick and covering up the mess. I guess I’ve watched Wag the Dog too many times. 

        • jonbuscall

           @ginidietrich Sometimes a crisis isn’t a crisis. It’s an opportunity to show how professional your PR praxis really is. 

        •  @jonbuscall That makes me sad. I think you’re right, though.

  • ladylaff

    I agree that KitchenAid handled this beautifully, thanks for sharing the story.  I don’t use Twitter for personal communications at all anymore as I don’t feel that I can afford the risk to my business if get my audiences mixed up.  My own solution is to use Facebook for strictly personal use and Twitter for work, which I realise isn’t practical for everyone.  Even so, one of my best friend’s mother recently told me off on Facebook for posting too much politcal stuff she didn’t like, which made me feel about 8 years old! 

  • Wow this was very well handled. Nicely done! And yes- I have a bunch of different apps just to keep myself clear. 

    •  @RebeccaTodd And you know how to use back channels for the REALLY inappropriate stuff.

      •  @ginidietrich You have NO idea…

        •  @RebeccaTodd Oh I do. I think everyone else here has NO idea.

  • geoffliving

    Exactly, and the drama?  Really, we as Internet people love throwing mud. Online rubbernecking.  It’s anon issue based on the response, no one will care tomorrow as you say.

    • geoffliving

      And it would be nice to be able to edit comments, @livefyre .

      •  @geoffliving  @livefyre You can totally edit them in the new release. But Spin Sucks won’t let us use the new release. Yet. Something keeps catching between their programming and ours.

  • John_Trader1

    Great to see KitchenAid get it right. The rogue employee should be forced to volunteer in a nursing home every weekend for a 2 months to learn some respect for the elderly and why we honor and respect their lives. 

  • John_Trader1

    Great to see KitchenAid get it right. The rogue employee should be forced to volunteer in a nursing home every weekend for 2 months to learn some respect for the elderly and why we honor and respect their lives. 

    •  @John_Trader1 I think there are a lot of people in this country who need to learn respect, period. I cannot wait for this election to be over with. It’s making me really sad for my fellow Americans.

  • lisarobbinyoung

    @SarahRobinson @SpinSucks Never thought I’d see the day when “tweet crisis” was an actual issue to be concerned about. 🙂

    • SarahRobinson

      @lisarobbinyoung ohhhh yeah. tripping up on twitter can be a very bad thing.

  • There are just so many ways to look at this. And the point of taking care of how we handle our communications apps, etc. is well taken. 
    Yes, we are eager to expose the mistakes of others. We want to witness the tragedies of the world around us. I don’t think Jerry Springer is still doing his thing, is he? But he certainly knew how much we love seeing the lowest of the low.
    It’s just a given, we all live in glass houses. We can’t shower, shave, dress or crap without someone watching or even throwing it up on Youtube. It fascinates me to think about where this will take us in the next generation. How will all this change our society and values? Will we become immune?
    Will we be more honest, forgiving, spontaneous? Or will we just fight for more ways to protect our privacy?

    •  @Carmelo Just yesterday I saw a story of a college professor who went a little nuts and went streaking through the hallways. Of course, kids were capturing it all on video and it went viral. It was not something the school was prepared to handle and it also violates the guy’s rights. We didn’t have to think about this stuff 10 years ago.

      •  @ginidietrich Wow, yes, exactly the point. We used to be able to make mistakes or have a bad day or be silly or even be sick in privacy … and we hated it when even one person fussed over us a little. Will we lose that inner need? Will our “make-up” change? Will our human rights and laws supporting them change? 

        •  @Carmelo Very interesting things to be thinking about, isn’t it? My mom used to say to us, “Remember who you are and what you stand for.” That’s even more important in today’s report everything world.

        •  @ginidietrich  @Carmelo I think a lot of this is inevitable. Look at what’s popular on television. Reality shows where we highlight what goes on in private homes, and pit people against one another. And people watch. And become rabid fans. It’s an entire cottage industry with Jon & Kate, the Kardashians, and all those other people who are willing to exploit themselves and their families in the name of the dollar.
          It’s the new soap opera. And social media allows us to create our own “reality” show.

        • jennwhinnem

           @KenMueller  @ginidietrich  @Carmelo Ken you’re dating yourself! No Honey Boo-Boo?

        •  @jennwhinnem  @ginidietrich  @Carmelo I have thankfully never seen that show, but I have heard of it….

        •  @KenMueller  @jennwhinnem  @ginidietrich That’s a show? Never heard of it! Dang.

        •  @jennwhinnem  @KenMueller  @ginidietrich LOL If I didn’t date myself, I’d be a lonely man! I’ll even tweet embarrassing stuff about myself just for the attention 😉

        •  @Carmelo  @jennwhinnem  @ginidietrich Gini does the same thing.

  • It is really easy to make a silly mistake and even easier for people to blow it up and run wild. KitchenAId did the right thing. Acknowledge, admit, apologize and move on.

  • ginidietrich

    @JoelleTweeted Ha! Really? Why?

    • JoelleTweeted

      @ginidietrich The fact that they deleted it and apologized quickly was great. But all other reactions could have waited till today.

      • ginidietrich

        @JoelleTweeted From their marketing team, you mean? Why wait until today?

    • JoelleTweeted

      @ginidietrich In a more private and professional manner. BUT.. I heart you.

      • ginidietrich

        @JoelleTweeted I don’t mind the disagreement at all! I’m totally curious about your feeling on it

  • jenzings

    Great analysis Gini. I agree, they did it right.

  • HeatherSheltonMarsh

    Great post…right on target and helpful tip about using different apps for different account. I think I’ll share that little nugget of wisdom with other social media professionals I know!

    •  @HeatherSheltonMarsh I have probably six apps on my phone. When you do that, the only thing you have to worry about is which app is your personal one. 

  • Dan Soto

    Meanwhile, there’s a new job opening for a Social Media Manager.  You see?  New jobs are being created before our very own eyes!

    • jenzings

       @Dan Soto I do hope you are joking. I think one of the things they did that was most “right” was NOT firing the employee. I’m totally appalled at the number of people posting on the KA FB page demanding to know if the employee is still there. It was an enormous mistake, yes. But firing? I just don’t think an errant tweet should cost someone their job.

      • Dan Soto

         @jenzings Their statement of “that person won’t be tweeting for us anymore” seems to indicate a firing.  Whether it was from the company or just from that position is irrelevant.
        And yes, my comment was made as a joke but I still think the person was fired.  I have not indicated my agreement or disagreement though.

    •  @Dan Soto I can’t tell if the person was fired or if he/she was just removed from the Twitter account. I’m with @jenzings … one of the things they did right was not firing the person. 
      BTW…it’s nice to see you here, BF.

      •  @ginidietrich  @Dan Soto  @jenzings I think it would be harsh to fire someone, unless they’ve effed up on other occasions. Or maybe if that’s their only job. That said, while I don’t totally refrain from politics on my twitter and FB, it’s good policy to be respectful even when you disagree with someone. I’m no fan of the President but that tweet wasn’t respectful. 

        •  @barrettrossie  @Dan Soto  @jenzings That’s what is bothering me most about this election. We’ve forgotten we are all human beings. The leader of our country, no matter how you feel about his policies, deserves respect. 

        •  @ginidietrich  @barrettrossie  @Dan Soto  @jenzings
           Exactly! Respect the position, even if you don’t respect the person. I’m not a fan of Obama, but I won’t be bashing him online on sticking offensive bumper stickers on my car.

  • Ah ha, but was it really a mistake? How much did this publicity cost…………hmmmm, only time will tell, but you probably only have one of these bullets in the gun. I don’t think you can legitimately have two do-overs for something like this. 

    •  @bdorman264 Yeah – I imagine they have a pretty strict policy now about how to manage multiple Twitter accounts.

    •  @bdorman264 Straight to the conspiracy theories Bill. You’re right though, you only get one of these.

  • MarkOrlan

    @keithmloo Keith, thanks for the RT!

  • brittany_caplin

    Thanks for sharing @kbmciver Good article & theyre such a great case study. KitchenAid Handles Tweet Crisis Very Well

  • SandraMarch

    @seanmcginnis Agree

  • TheBippi

    @msheathercook To me it seems like @KitchenAidUSA is trying to skirt/ignore the reverberations of the aftermath though.

    • msheathercook

      @TheBippi You are creating the reverberations for no reason other than to get them to respond, bigger issues could use your passion.

      • TheBippi

        @msheathercook Glad you recognize the passion! 🙂 I will leave it alone now! Watching it unfold still though!

  • It seems to help when you really ARE sincerely sorry, and you really DO take personal responsibility. Good work by Cynthia Soledad. 

    •  @barrettrossie Right! You can’t apologize if you aren’t truly sorry.

    • John_Trader1

       @barrettrossie The new digital social revolution theme – “Got Sincerity?”

  • aimeewoodall

    @JoelleTweeted @ginidietrich I thought the CEO handled things really well myself. What do you disagree with?

    • JoelleTweeted

      @aimeewoodall @ginidietrich Agree with immediate apology and removal of the tweet, disagree with tweeting to all media outlets immediately.

    • JoelleTweeted

      @aimeewoodall @ginidietrich Tweets that weren’t personalized. And jumping to announce an employee being terminated on Twitter.

    • JoelleTweeted

      @aimeewoodall @ginidietrich They brought more attention to the situation by reacting too much too fast.

    • JoelleTweeted

      @aimeewoodall @ginidietrich Apologizing and privately reaching out to media outlets would have been enough for last night. (End.) :]

      • aimeewoodall

        @JoelleTweeted She made a proactive move to let media outlets know the statement wouldn’t be tolerated. Increasing her odds to make (1/2)

        • JoelleTweeted

          @aimeewoodall And I just really believe in keepin’ calm in the public’s eye. But what do I know? You’re boss. (And I’m a CM.)

      • aimeewoodall

        @JoelleTweeted (2/2) a statement and be included in those articles. It was a smart move. And public termination is pretty standard.

        • JoelleTweeted

          @aimeewoodall Right, BUT she reached out publicly. On Twitter. Which to me, seemed panicky.

  • delwilliams

    @ginidietrich I was going to tweet you about that last night. Surely this one takes the prize for thoughtlessness.

    • ginidietrich

      @delwilliams It certainly could have been avoided

  • ginidietrich

    @AlexNCollins Thanks@

  • SusieMackie1

    @ginidietrich They sure did. Impressive.

    • ginidietrich

      @SusieMackie1 It’s funny how many people think they reacted too quickly

      • SusieMackie1

        @ginidietrich Isn’t it just!

  • ginidietrich

    @vedo Thanks!

    • vedo

      @ginidietrich you bet, I really appreciated the personal lesson toward the end for pros to consider

  • akeats

    @outsidevoice Thanks for the RT!

  • I think you nailed it with the separate apps. Can’t speak for other apps, but this mistake is way too easy to make with Hootsuite. Little bit of a pain, but the downsides of a mistake can be pretty high.

    •  @Adam | Customer Experience Yeah…TweetDeck, too.

  • The one thing I would add: Don’t tweet something like that, at all, even from a personal account! I am a boundary-pusher as far as making my own political opinions public… I know they may change to some degree over my lifetime, but political activism is too much a part of my life to just hide it in social media without being inauthentic to such a degree I’d be uncomfortable with it. But, as everyone should know by now, there are some jokes you tell at a bar and later vigorously deny ever having even heard, and there are other jokes you tell on Twitter. Making fun of the death of anyone’s grandmother is not the latter kind of joke. We all have twisted aspects of our various senses of humor (mine’s getting worse the longer I volunteer as a victim advocate… they did warn me about that in training!) but the twisted side doesn’t belong on Twitter unless you’re in a career field where your online presence really doesn’t matter at ALL. Like, I don’t know, professional under-rock-living.

    •  @jelenawoehr Totally agree, Jelena. But I couldn’t put that in the blog post and not make it a political post. And, because our mission here is to talk about communications from a bi-partisan perspective, no political posts here.

      •  @ginidietrich  @jelenawoehr What Gini said. Can I +1 this? Ha.

  • jmdc88

    @LisaByrne @shashib must have separate apps on phone or computer.

    • LisaByrne

      @jmdc88 @shashib Both to be safe!

      • jmdc88

        @LisaByrne @shashib I have different apps on the phone and use different browsers on the computer.

  • Ijibran

    @bryankramer @ginidietrich great story . As i always say don’t mix business with pleasure

    • ginidietrich

      @Ijibran Exactly!

  • JeffAbramo

    I’ve NEVER accidentally tweeted from wrong account @va_deb (except the time for a few sec NJSO was tweetin bout Coca Cola @iheartrocknroll

  • cpsoxfan

    @kbmciver ET phone home

  • charleskcarr

    @shawmu @ginidietrich I find it best to use separate apps on smartphones as an added precautionary step.

  • maryanneconlin

    Too true!  I find just using the API is the best way  to manage multiple Twitter accounts. It is rare that you have several clients that you need to be tweeting for at one time. More importantly, when on a brand account, you should be immersed in the brand personality. It’s not quantity, but quality that drives engagement.

    • @maryanneconlin That’s a great tip, too! You have to log out and log in to a different session to do that. I like it!

    • maryanneconlin

      @maryanneconlin It’s not only about the technical part of managing social media accounts, it’s the focus and “getting into the role’ of the brand personality that I think is difficult if you are switching back and forth. I’ve had blogger posts of timely recipes that I’ve wanted to share on more than one clients’ account, that required thinking through how to position it on each brand’s Facebook page and when it was most appropriate…easy to mess up if not in “character” 🙂

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  • How refreshing to hear a story of PR done properly.  I’m glad the story got air play – maybe some one will LEARN something.

    • @AmyMccTobin People will always make mistakes, but I’d like to think if you’re in charge of a business social media program, you don’t make these kinds of mistakes.

      • @ginidietrich I would like to think that you would have read about the Chrysler debacle, and a million others, and make some sort of rule to check WHICH account you’re on first.  Actually, why would you EVER send a tweet like this unless you’re a dolt. Really.

        • @AmyMccTobin Very true. Some people just don’t think.

  • dbvickery

    @KervinMarketing I agree…well played, KitchenAid, well played.

  • dbvickery

    @chaimhaas @ginidietrich @mani_shah – Thanks for the share, folks…good to see a company play a no-win situation RIGHT for change

    • chaimhaas

      @dbvickery it was a good summary of what they did right! And yeah, they were caught between a rock and a hard place!

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  • katewalling

    @AWCSeattle @SpinSucks Thanks for the retweet!

    • AWCSeattle

      @katewalling you bet!

  • qPerf

    @tedcoine It’s amazing how far taking responsibility will go!

  • TedRubin

    @traveljonez Thanks for sharing, appreciate the support. Make it a great day!

  • Mira458

    @RedheadWriting @shellykramer @ginidietrich But their products still suck! At least the Coffee MakerKCM1110B. Crap!

  • lizstrauss

    RT @kyleplacy: KitchenAid Handles Offensive Tweet Crisis Extraordinarily Well via @ginidietrich

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