It could be planned, it could be a mistake or it could be a case of human stupidity but increasingly, employees of major brands are voicing their opinions to the world by using the official company twitter and not their personal account.
The most recent crisis deals with KitchenAid, a major home appliance company and a man that goes by POTUS (That’s President of the United States.)
President Barack Obama and Republican Presidential candidate, Governor Mitt Romney took part in the first Presidential debate on October 3, 2012. Obama told a personal story about his grandmother, admitted she passed away three days before he took office. A KitchenAid employee (who is obviously not a Obama supporter) tweeted this…
“Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president”
It is safe to assume common sense should allow us to believe the statement by the employee is not the opinion of the company. However, this has not been met without backlash; former supports of the company’s products are calling for a boycott.
KitchenAid responded eight minutes later with a personal apology.
They continue today (October 3) to push the apology.
The speedy response by KitchenAid might be what saves the company from a massive fallout, but has this all been bad news for the brand? From September 7, 2012 to October 2, 2012 @kitchenaidusa gained 1,179 followers and from October 3, 2012 (the day of the debate and offensive tweet) to today, October 6, 2012 they have gained 1,967 more followers.
2,000 followers in three days vs. 1,000 followers in three weeks? What’s so bad about bad press?
You can follow KitchenAid here @kitchenaidusa