Earlier today someone accidentally posted a tweet from Chrysler’s official Twitter account using some not-so-choice language. The tweet read, “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive.”
Shortly after, the tweet was deleted and Chrysler posted an apology: “Our apologies – our account was compromised earlier today. We are taking steps to resolve it.”
While some people and news outlets have drawn similarities between Chrysler’s response with the recent Red Cross Twitter mishap, I believe they are completely different situations and responses. The Red Cross admitted mistake, and didn’t try to blame anyone else for what had happened. However, Chrysler’s apology uses the word “compromised” – which alludes to something happening out of their control, specifically, the account being hacked.
If rumors are true, and the person handling this account posted the tweet under Chrysler’s handle instead of their own, that’s not an account being compromised, that’s a mistake.
So don’t hide behind excuses, such as claiming to be the victim of some failure, compromise or hacking. Chrysler – and any other company – that makes an honest mistake with their social media properties should admit it. At the least, it provides a funny story and a positive case study.