Now this is how you use a corporate blog! Chrysler does it right after Twitter F-bomb

Corporate blogs serve many purposes and one of the most important can be the “unfiltered voice,” provided by having a full page to work with to tell your story as opposed to having to craft a “statement,” that you hope will be used by the media when referring to your particular situation.

In 2008, I wrote about how eBay used their corporate blog very well to squelch rumors of changes to their PayPal service. In my social media classes I’ve also used GM as an example of using a blog to respond to media coverage as they did to the NY Times on several occasions.

Yesterday, there was a kerfuffle around tweet that came through the official Chrysler account:

image from Jalopnik.com

Shortly thereafter, Chrysler posted the following to their blog:

This wasn’t perfect, but it was fast, it acknowledged the issue and said they have put processes in place so it doesn’t happen again.  That probably could have been enough.  However, Chrysler today made a longer post with more detail and why this was more serious to them than a misplaced curse word.  This post was attributed to Ed Garsten, the head of electronic communications at Chrysler.

There is a lot that is right here, for example, Chrysler:

  • Acknowledged the comments made on their previous post and on other sites;
  • Tied their actions in this matter in to their larger marketing and corporate goals; and
  • Included the name of the person at Chrysler making the post so it wasn’t a faceless corporate voice.

I meant to write this post last night but I’m glad I didn’t then as the whole story hadn’t yet been told, and it may not yet all be told, but there’s more to learn today about how a company can respond using social media than we saw yesterday.  Thanks to David Armano for pointing me to Chrysler’s follow-up post with his Tweet.  Also, last night when I tweeted about this, I received a response from someone I greatly respect questioning whether this should have been a fireable offense.  At the time, I would have been inclined to say no, and I’m still not sure they should have been fired, but with after reading Chrysler’s thoughts I can understand the thinking a whole lot better.

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5 thoughts on “Now this is how you use a corporate blog! Chrysler does it right after Twitter F-bomb

  1. Hey Josh, I get the unfiltered aspect of a tweet and the repercussions of that act, but should we question that the tweet was supposed to be coming from Chrysler and not an intern at NMS? Though it shouldn’t surprse me-only the purist can hope that the tweet would have emenated from a Chrysler employee. With that said, it raises the question-Would a Chrysler employee have been fired?

  2. Josh, this is great, and not just because I agree 100%.

    You want quality, and you want a decisive commitment to quality. Imagine if there were a defective part somewhere – you’d want whichever automaker it is to get in front of the issue and make it right.

    Chrysler can also ill-afford to lose the trust of the public. Like an umpire at an MLB game – I want them to be decisive.

  3. Wish I had thought of this tweet, since every time I drive around the Detroit Metro area, I am either thinking the same thing or cursing at all the idiot drivers who have some overinflated sense of entitlement. Seems to run rampant amongst the residents here. . . .especially the auto industry workers. Looking forward to day I can relocate. This NMS guy was merely speaking the truth and nobody seems to be able to handle truthfulness any more.

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