Automaker in social media #fail

Automakers are embracing social media like never before, taking to Facebook, Twitter and other tools in droves to connect with the customers of tomorrow - but this week one brand proved that it's not always so easy.

Chrysler was forced to apologize for an "inappropriate tweet" from its main @ChryslerAutos account March 9 after an employee of a contractor swore to the automaker's 7,500 followers.

The tweet, which read "I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive" according to retweets, was rapidly deleted, but not before spreading across the Twittersphere.

Chrysler quickly said that its account had been compromised and later explained that it had come from its new media agency, which terminated an employee over the incident.

Although Chrysler seems to have gained more followers as a result of the mishap, it highlights the danger of automakers using such direct forms of communication with customers, which they are doing in ever-increasing numbers.

It has led to some undoubted successes, such as Audi's use of the hashtag #Progressls during this year's Superbowl advert and Ford's "Fiesta Movement" campaign, both of which helped catapult the automakers' message into the public domain.

This week, Chevrolet has equipped ten vehicles from across North America with in-car tweeting equipment and sent them on a roadtrip to the South by Southwest festival as part of a campaign to showcase its new infotainment systems.

Predictably though, there have also been some high profile failures, including Toyota Australia's first foray into social media which ended with it pulling a controversial advert for the Yaris which was created as part of a competition.

There were also red faces at Honda after it posted photos of its Crosstour on Facebook and a senior manager at the firm was identified leaving positive messages in an attempt to counter criticism - ironically enough, by users finding his LinkedIn profile online.

Sport
England's women celebrate after their 3rd place play-off win against Germany
Women's World CupFara Williams converts penalty to secure victory and bronze medals
Arts and Entertainment
Ricardo by Edward Sutcliffe, 2014
artPortraits of LA cricketers from notorious suburb go on display
News
newsHillary Clinton comments on viral Humans of New York photo of gay teenager
Arts and Entertainment
The gang rape scene in the Royal Opera’s production of Gioachino Rossini’s Guillaume Tell has caused huge controversy
music
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Recruitment Genius: Sales Administrator - Spanish Speaking

    £17000 - £21000 per annum: Recruitment Genius: This is a fantastic opportunity...

    Recruitment Genius: Sales Administrator - German Speaking

    £17000 - £23000 per annum: Recruitment Genius: This is a fantastic opportunity...

    Recruitment Genius: Sales Administrator - Japanese Speaking

    £17000 - £23000 per annum: Recruitment Genius: If you are fluent in Japanese a...

    Recruitment Genius: Graphic Designer - Immediate Start

    £16000 - £25000 per annum: Recruitment Genius: This is a fantastic opportunity...

    Day In a Page

    Is this the future of flying: battery-powered planes made of plastic, and without flight decks?

    Is this the future of flying?

    Battery-powered planes made of plastic, and without flight decks
    Isis are barbarians – but the Caliphate is a dream at the heart of all Muslim traditions

    Isis are barbarians

    but the Caliphate is an ancient Muslim ideal
    The Brink's-Mat curse strikes again: three tons of stolen gold that brought only grief

    Curse of Brink's Mat strikes again

    Death of John 'Goldfinger' Palmer the latest killing related to 1983 heist
    Greece debt crisis: 'The ministers talk to us about miracles' – why Greeks are cynical ahead of the bailout referendum

    'The ministers talk to us about miracles'

    Why Greeks are cynical ahead of the bailout referendum
    Call of the wild: How science is learning to decode the way animals communicate

    Call of the wild

    How science is learning to decode the way animals communicate
    Greece debt crisis: What happened to democracy when it’s a case of 'Vote Yes or else'?

    'The economic collapse has happened. What is at risk now is democracy...'

    If it doesn’t work in Europe, how is it supposed to work in India or the Middle East, asks Robert Fisk
    The science of swearing: What lies behind the use of four-letter words?

    The science of swearing

    What lies behind the use of four-letter words?
    The Real Stories of Migrant Britain: Clive fled from Zimbabwe - now it won't have him back

    The Real Stories of Migrant Britain

    Clive fled from Zimbabwe - now it won’t have him back
    Africa on the menu: Three foodie friends want to popularise dishes from the continent

    Africa on the menu

    Three foodie friends want to popularise dishes from the hot new continent
    Donna Karan is stepping down after 30 years - so who will fill the DKNY creator's boots?

    Who will fill Donna Karan's boots?

    The designer is stepping down as Chief Designer of DKNY after 30 years. Alexander Fury looks back at the career of 'America's Chanel'
    10 best statement lightbulbs

    10 best statement lightbulbs

    Dare to bare with some out-of-the-ordinary illumination
    Wimbledon 2015: Heather Watson - 'I had Serena's poster on my wall – now I'm playing her'

    Heather Watson: 'I had Serena's poster on my wall – now I'm playing her'

    Briton pumped up for dream meeting with world No 1
    Wimbledon 2015: Nick Bollettieri - It's time for big John Isner to produce the goods to go with his thumping serve

    Nick Bollettieri's Wimbledon Files

    It's time for big John Isner to produce the goods to go with his thumping serve
    Dustin Brown: Who is the tennis player who knocked Rafael Nadal out of Wimbeldon 2015?

    Dustin Brown

    Who is the German player that knocked Nadal out of Wimbeldon 2015?
    Ashes 2015: Damien Martyn - 'England are fired up again, just like in 2005...'

    Damien Martyn: 'England are fired up again, just like in 2005...'

    Australian veteran of that Ashes series, believes the hosts' may become unstoppable if they win the first Test