KitchenAid’s accidental Presidential Debate tweet is just the latest example of why the individuals or agencies that are trusted to manage brands, businesses and organizations’ social media channels have to be so careful logging in and out before they update, tweet or interact.
I imagine that as the guy or girl responsible for the tweet hit the Tweet button, he or she had a moment like when you;re about to slam your finger in the car door but here’s nothing you can do about it. For those of you who don’t know, in the middle of the debate KitchenAid tweeted this:
@KitchenAidUSA: “Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president!”
I think the outrage and backlash have been a little ridiculous, not because the tweet wasn’t cruel and out of line, it was, but because it was SO out of line. What reasonable person would first assume that KitchenAid would take such a stance? Then again, they DID say it, and brands have to conduct themselves in a manner that doesn’t make them look irresponsible and out of control.
To their credit, KitchenAid quickly caught the mistake, claiming “The tweet was carelessly sent in error by a member of our Twitter team. So, Here’s my take on what went through the mind of that member of their Twitter team as she hit the TWEET button!