During last night’s US presidential debate a fully-fledged Twitter crisis opened up for KitchenAid USA. An insensitive tweet about President Obama’s grandmother was posted to their Twitter account, instead of the personal handle of a KitchenAid staff member.
The offending tweet, posted just before 9pm, was quickly deleted and head of branding for KitchenAid USA, Cynthia Soledad, posted several apologies and assurances on Twitter around 15 minutes later. Whilst the mistake was addressed quickly there has been some damage to the company’s reputation, with users posting tweets saying they would be ditching their appliances for other brands.
There were others who have felt it was dealt with well and that the company did well to respond so quickly, which is widely known to be one of the keys to managing a social media crisis effectively.
Reading their Twitter stream this morning you can see that they are responding to press enquiries to talk on record about it, so they are definitely not ignoring the Twitter talk.
Looks like they’ve handled the crisis well and – as we all know – this kind of thing can happen to anyone (see some great examples on Beth Granter’s blog). Let’s hope the damage to their brand isn’t lasting.