Chrysler drops the F-Bomb

As we all know, Twitter has hit a few bumps in the past couple of weeks. First there was the KC scandal, then there was the Red Cross incident, then Charlie Sheen got a Twitter account. Recently, Chrysler has had a problem on-line. Last week, the company released the following message on Twitter: “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f#king drive.” 

The company quickly reacted by deleting the message and posting an apology. Chrysler then connected the slanderous message with their New Media Strategies account representative. Even though this employee mixed up their personal and professional Twitter accounts, they were fired anyway.  Also, Chrysler cut their ties with New Media Strategies and is currently looking for a new agency to manger their company. 

This seems a bit harsh since other companies that have social media mishaps do not fire every employee. However Ed Garsten, Manager of Electronic Communications for Chrysler writes on the company’s blog: “So why were we so sensitive? 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.
“Indeed, as an automaker that went through the roughest of times just two years ago, we appreciate the challenges Detroit faces in reclaiming its place as a vibrant, world-class city. Inside Detroit, citizens are becoming even more proud of their town, and outside the region, perception of Detroit is rapidly improving.”

Since the company wants to rebuild their image, they are willing to do whatever it takes to keep a positive image.

What do you think? Was firing their New Media Strategies employee the best thing for the company?

*Nadia Ibanez. "Chrysler f-bomb social media flop, cuts ties with New Media Strategies". March 13,2011