What KitchenAid Learned on Debate Night: Every Tweet is Forever

October 6, 2012

Advertising, Social Media

Who’s managing your social? It’s important that your brand is represented in a consistent, professional way. Contact me for more information on managing your social media platforms. — Melissa


The head of U.S.-based appliance company KitchenAid surely missed much of the presidential debate Wednesday night, forced to do damage control after a tweet published on the brand’s official account contained a disparaging remark about President Obama’s late grandmother. After Obama mentioned his grandmother, who helped raise him and died just days before the 2008 election, @KitchenAidUSA sent the following message to its 25,000 followers — now deleted, but widely preserved in hundreds of retweets.

The tweet sparked a massive backlash, and KitchenAid swiftly issued an apology tweet:

Cynthia Soledad, KitchenAid’s senior director of branding, then took control of the KitchenAid account to issue a follow-up tweet that sought to “personally apologize” to the President and his family, as well as to “everyone on Twitter” for the “offensive tweet.”

In an email to tech website Mashable, Soledad explained that an employee had intended to tweet the message through a personal…

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About Melissa Hassard

"What would happen if one woman told the truth about her life? The world would split open." -- Muriel Rukeyser

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