Chrysler’s Twitter Fiasco: The F-Word Fall-Out Is Worse Than You Think

I could care less about cars.

In fact, I have such a lack of interest in cars that I can’t even recognize my own husband’s car in a line-up. In a pinch – like, say, when I’m in a parking garage looking for it, I have to go by the license plate. #TrueFact

This week, though, a car-related social media snafu had me interested — and then, annoyed.

Here’s what happened:

Chrysler’s official account @Chryslerautos sent out a Tweet with the *F* word in it. Poor them, no? Icky mistake, certainly no good for PR, but certainly not intended. The Tweet read:

”I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f***ing drive.

The Tweet was retweeted hundreds of times. Shortly thereafter, @Chrylserautos removed the Tweet, and sent out this message:

It turns out Chrysler’s social media agency – New Media Strategies – was at fault, and Chrysler promptly fired them.

Although at first pass this looks like an unfortunate – but otherwise run-of-the-mill – marketing disaster, I would argue that something much worse is going on here.

Let’s take another look at that “apology” Tweet that @ChryslerAutos sent out:

Anyone else notice that word, “compromised” ? A word that tries to imply a hacking situation, a security problem, a virus, a something-going-wrong-with-the-platform? A word that certainly doesn’t suggest “we hired a social media agency that made a dumb error”? Why isn’t this part of the Chrysler Tweeting PR  disaster?

Come on, Chrysler.

Please note: I reserve the right to delete comments that are offensive or off-topic.

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3 thoughts on “Chrysler’s Twitter Fiasco: The F-Word Fall-Out Is Worse Than You Think

  1. Although at first pass this looks like an unfortunate – but otherwise run-of-the-mill – marketing disaster, I would argue that something much worse is going on here.

  2. This sounds like another outsider…….with that being said real bad pr considering the “commercial that made everybody “feel” as though Chrylser may be trying to help promote the “D”….. notice he was tweeting it (hopefully not while driving) and not saying it aloud …I bet he hadn’t even thought that far ahead… #fail

  3. Sorry to be a pedant, but the expression is “I couldn’t care less”. If you _could_ care less then you must have some interest.