An errant tweet by KitchenAid resulted in a short-term pr disaster, but the brand minimized the damage with a quick apology, according to one researcher.
Simply Measured looked at @KitchenAidUSA interactions on Twitter at around 6:42 p.m. PST, the time of the tweet, and then eight minutes later when the brand issued its apology:
Deepest apologies for an irresponsible tweet that is in no way a representation of the brand's opinion. #nbcpolitics
— KitchenAid (@KitchenAidUSA) October 4, 2012
As the chart below shows, activity spiked about an hour later, by which time the brand's apology was already part of the message. After that, there was a sharp drop in activity. In total, there were 15,146 mentions for @KitchenAidUSA on Wednesday and only 6,787 by 3 p.m. PST on Thursday.
The damage control appears to have worked. "They were fast," says Adam Schoenfeld, CEO of SimplyMeasured. "That's impressive. They were quite quick."
KitchenAid is one of several brands that have caused an uproar with offensive tweets. For example, Kenneth Cole's #Cairo tweet during the Arab Spring appeared to make light of the situation. One month later, Chrysler dropped the F-bomb on its Twitter. In Cole's case, the brand apologized for the tweet about an hour later.
But Chrysler's apology took a little longer.
In a more recent example, Microsoft tweeted a message critical of right-wing pundit Ann Coulter. As with the KitchenAid incident, Microsoft's tweet appeared to be a case in which an employee mistakenly sent a personal message from a corporate account.
Ashley Payne, a teacher in Barrow County, Georgia, was asked to resign from her job at Apalachee High School in August 2009 because of photographs and status updates she posted to Facebook.
The problem with Payne's updates? They showed her drinking alcohol and one update used an expletive. Payne was on vacation in Europe and some of her photographs included her visits to the Guinness Brewery and a local pub in Dublin.
Payne's Facebook page was private, however she had friended some other teachers in her school. When the principal found out about the photos, she was told to render her resignation or face suspension.
Payne sued the school district in November 2009 because she was "not made aware of her rights."
Anthony Weiner isn't New York politician to get in trouble using social media. In February, Representative Christopher Lee (R- NY) resigned from his post after Gawker published emails the married congressman sent to women on Craigslist.
These emails included photos of a shirtless Lee flexing his muscles for the camera. The Buffalo-area representative resigned less than four hours after Gawker posted the emails and photo.
In March 2009, 22-year old Connor Riley was offered a job at Cisco. Her first instinct -- to tweet about her new opportunity -- is pretty common for most people of her generation.
Unfortunately, Riley's tweet mentioned that taking a "fatty paycheck" would come at the expense of "hating the work." A Cisco employee responded to her tweet, offering to pass her sentiments along to the hiring manager. Riley lost the job before it was even started.
The event, dubbed the "Cisco Fatty" incident, went viral and was a good cautionary tale for individuals of all ages.
In the fall of 2009, former Pro Bowl running back Larry Johnson sent a series of inflammatory tweets that got him into some hot water with his employer, the Kansas City Chiefs.
After being suspended for a game for his remarks -- which included derogatory remarks about his coach and a gay slur directed at a fan -- 32,000 Chiefs fans petitioned the team to release Johnson from his contract. The Chiefs obliged.
When someone with access to the @ChryslerAutos Twitter account accidentally dropped the F-bomb back in March, Chrysler was not amused.
After first claiming that its account had been compromised, Chrysler later admitted that the errant tweet was sent by an employee of the social media agency that handles the Chrysler account.
It appears that the employee accidentally tweeted from the wrong account. When a similar situation happened to the Red Cross Twitter account in February, that organization responded with humor and forgiveness. Not so for the agency employee. The mis-directed tweet was enough to cost the employee his or her job.
Veteran war correspondent and NYU fellow at the Center on Law and Security Nir Rosen sparked outrage when he made offensive and insensitive tweets in the wake of the news that CBS chief foreign correspondent Lara Logan had suffered a brutal and sustained sexual assault.
Comments like "I'm rolling my eyes at all the attention she'll get" and "it would have been funny if it happened to Anderson too," didn't earn Rosen any online friends.
After backtracking and apologizing for his statements -- after first claiming that he didn't know the severity of the attack when he made his comments -- Rosen resigned from NYU.
When California Pizza Kitchen server @Traphik sent a message to the company's Twitter account, proclaiming "black button ups are the lamest shit ever," CPK's response was to fire him.
Tim, a comedian with his own YouTube channel, then posted a humorous account of the incident on YouTube. This went viral, CPK was probably annoyed with tons of tweets and phone calls from Tim's fans, and ultimately, Tim got more exposure for his comedy.
Comedian Gilbert Gottfried isn't exactly known for his tact. Still, when the comedian made jokes about the Japanese tsunami, the people at Aflac, where Gottfried as served as spokesman, were not pleased.
Aflac fired Gottfried from his role as voice of the Aflac duck and then embarked on an innovative social media campaign to find a new spokesduck.
Note to self: Publishing mis-deeds in the workplace is a great way to lose a job.
That's the lesson that some former Domino's Pizza employees learned, and we're glad they did. A few workers filmed themselves doing gross things to food - food that was probably served to customers. They then posted this video to YouTube, because it's all about the lulz.
Fortunately, some investigative work on the part of Consumerist tracked down the employees behind the video. Domino's fired the employees.
One of our favorite memes from earlier this year was a classic video from The Today Show archives featuring Katie Couric and Bryant Gumbel attempting to understand the intricacies of the Internet.
Apparently, NBC didn't find the joke that funny (even though the current crew from The Today Show found it fit to comment on the hilarity) and fired the guy that posted the clip online.
The Weinergate saga may be coming to an end -- now that Representative Anthony Weiner has resigned from his position in the U.S. House of Representatives -- but its repercussions will stay with us.
When the New York City congressman sent a lewd photograph of himself to someone on Twitter as a public tweet rather than a direct message, his social media faux-pas became fodder for comedians and generated public calls for his resignation.
It also opened up a larger discussion about the growing role of social media in politics and the separation between public and private behaviors online.
Ashley Payne, a teacher in Barrow County, Georgia, was asked to resign from her job at Apalachee High School in August 2009 because of photographs and status updates she posted to Facebook.
The problem with Payne's updates? They showed her drinking alcohol and one update used an expletive. Payne was on vacation in Europe and some of her photographs included her visits to the Guinness Brewery and a local pub in Dublin.
Payne's Facebook page was private, however she had friended some other teachers in her school. When the principal found out about the photos, she was told to render her resignation or face suspension.
Payne sued the school district in November 2009 because she was "not made aware of her rights."
Anthony Weiner isn't New York politician to get in trouble using social media. In February, Representative Christopher Lee (R- NY) resigned from his post after Gawker published emails the married congressman sent to women on Craigslist.
These emails included photos of a shirtless Lee flexing his muscles for the camera. The Buffalo-area representative resigned less than four hours after Gawker posted the emails and photo.
In March 2009, 22-year old Connor Riley was offered a job at Cisco. Her first instinct -- to tweet about her new opportunity -- is pretty common for most people of her generation.
Unfortunately, Riley's tweet mentioned that taking a "fatty paycheck" would come at the expense of "hating the work." A Cisco employee responded to her tweet, offering to pass her sentiments along to the hiring manager. Riley lost the job before it was even started.
The event, dubbed the "Cisco Fatty" incident, went viral and was a good cautionary tale for individuals of all ages.
In the fall of 2009, former Pro Bowl running back Larry Johnson sent a series of inflammatory tweets that got him into some hot water with his employer, the Kansas City Chiefs.
After being suspended for a game for his remarks -- which included derogatory remarks about his coach and a gay slur directed at a fan -- 32,000 Chiefs fans petitioned the team to release Johnson from his contract. The Chiefs obliged.
When someone with access to the @ChryslerAutos Twitter account accidentally dropped the F-bomb back in March, Chrysler was not amused.
After first claiming that its account had been compromised, Chrysler later admitted that the errant tweet was sent by an employee of the social media agency that handles the Chrysler account.
It appears that the employee accidentally tweeted from the wrong account. When a similar situation happened to the Red Cross Twitter account in February, that organization responded with humor and forgiveness. Not so for the agency employee. The mis-directed tweet was enough to cost the employee his or her job.
Veteran war correspondent and NYU fellow at the Center on Law and Security Nir Rosen sparked outrage when he made offensive and insensitive tweets in the wake of the news that CBS chief foreign correspondent Lara Logan had suffered a brutal and sustained sexual assault.
Comments like "I'm rolling my eyes at all the attention she'll get" and "it would have been funny if it happened to Anderson too," didn't earn Rosen any online friends.
After backtracking and apologizing for his statements -- after first claiming that he didn't know the severity of the attack when he made his comments -- Rosen resigned from NYU.
When California Pizza Kitchen server @Traphik sent a message to the company's Twitter account, proclaiming "black button ups are the lamest shit ever," CPK's response was to fire him.
Tim, a comedian with his own YouTube channel, then posted a humorous account of the incident on YouTube. This went viral, CPK was probably annoyed with tons of tweets and phone calls from Tim's fans, and ultimately, Tim got more exposure for his comedy.
Comedian Gilbert Gottfried isn't exactly known for his tact. Still, when the comedian made jokes about the Japanese tsunami, the people at Aflac, where Gottfried as served as spokesman, were not pleased.
Aflac fired Gottfried from his role as voice of the Aflac duck and then embarked on an innovative social media campaign to find a new spokesduck.
Note to self: Publishing mis-deeds in the workplace is a great way to lose a job.
That's the lesson that some former Domino's Pizza employees learned, and we're glad they did. A few workers filmed themselves doing gross things to food - food that was probably served to customers. They then posted this video to YouTube, because it's all about the lulz.
Fortunately, some investigative work on the part of Consumerist tracked down the employees behind the video. Domino's fired the employees.
One of our favorite memes from earlier this year was a classic video from The Today Show archives featuring Katie Couric and Bryant Gumbel attempting to understand the intricacies of the Internet.
Apparently, NBC didn't find the joke that funny (even though the current crew from The Today Show found it fit to comment on the hilarity) and fired the guy that posted the clip online.
The Weinergate saga may be coming to an end -- now that Representative Anthony Weiner has resigned from his position in the U.S. House of Representatives -- but its repercussions will stay with us.
When the New York City congressman sent a lewd photograph of himself to someone on Twitter as a public tweet rather than a direct message, his social media faux-pas became fodder for comedians and generated public calls for his resignation.
It also opened up a larger discussion about the growing role of social media in politics and the separation between public and private behaviors online.
Photo courtesy of Flickr, anaulin.
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