• Mar 10th 2011 at 4:01PM
  • 26
On March 9, 2011, a now-former employee of New Media Strategies – the company responsible for managing Chrysler's Twitter account – thought they were using their personal account to push out a message related to the less-than-stellar driving abilities of Detroit's residents. It contained the F-word and, unfortunately, was accidentally sent out on Chrysler's Twitter account. Whoops.

As a result, New Media Strategies was forced to terminate that employee, but now it seems that the company lost even more than one foul-mouthed worker. In a statement released today, Chrysler has announced that it will not renew its contract with NMS and that it will work with the social media company while a new agency is sought. There is no mention of exactly why Chrysler is choosing to sever the relationship but, in the wake of the F-bomb tweet, we're pretty sure we have a good idea.

Is one errant tweet enough to torpedo an entire relationship? It seems to be the case for Chrysler. Click past the jump for the Pentastar's brief statement.

*Update: Chrysler has posted a follow-up message on its corporate blog, where it is explained that Chrysler did not fire the employee who made the mistake. Further, Chrysler explains why it reacted the way it did in letting go of NMS. Check it out here.

[Source: Chrysler]
Show full PR text
Statement in Regards to 2011 Contract with New Media Strategies

March 10, 2011 , Auburn Hills, Mich. - Chrysler Group LLC will not renew its contract with New Media Strategies (NMS) for the remainder of 2011. NMS has agreed to support us with an orderly transition until a new agency has been named. We thank them for the work they have provided to us and wish them the best as they move forward.


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    • 1 Second Ago
  • 26 Comments
      • 4 Years Ago
      F#%K!
      • 4 Years Ago
      i like how they are so worried about something dropping an f-bomb but yet they want to use eminem in their commercials. does he make a single song without an f-bomb in it?
      • 4 Years Ago
      It's just a twitter account, can't the Chrysler corporate HQ receptionist doubles as the poster?
      • 4 Years Ago
      After that "we love Detroit" 2 minute ad, it seems fitting that they keep true to their word and distance themselves from this company, especially since the tweet was targeted specifically at Detroit drivers.
      • 4 Years Ago
      maybe the employee that sent out that tweet should have done the same thing as the guy in the bridgestone commercial that replied to all...
      • 4 Years Ago
      if only Chrysler acted this fast to fire and let go of the designer for some of their cars lol
      • 4 Years Ago
      NMS = No More Swearing?
      • 4 Years Ago
      They are doing it because they know how quickly and absurdly today's media jump on the smallest thing and try to sensationalize it for headlines. Just like people will comment how horrible they are and how ridiculous they are, all the while forgetting that in our own personal lives people make comments out of frustration and anger that are very similar. There is a lack of responsible anything these days, especially journalism and news.
      • 4 Years Ago
      What I'd like to know is why Chrysler needs a third party to 'manage' their twitter account. They got nowhere else better to spend their money?
        • 4 Years Ago
        It's an investment; just like any other form of advertizing. As a multi-billion dollar organization, can you see them grabbing a sony handy-cam and Johnny from accounting to shoot their TV spots?
        • 4 Years Ago
        They are getting good money of it right now. They have everyone here commenting about the original F bomb and now about this firing. As long as it's not a recall or a bankruptcy, any press is good press for Chrysler right now.
        • 4 Years Ago
        Apparently you do not work in the industry...

        The Bog Three outsource an amazing amount of stuff. Hell, most (nearly all?) of the new hires at the companies are contract workers. Those amazing stories about GM and Chrysler hiring tons of engineers only tell you half of the story.
        • 4 Years Ago
        Welcome to the corporate world where social media is a full time job. You'd have to hire a small team to do it, have knowledge to train the team on brand values and how to use social media to gain media impressions while justifying a ROI and learn on the job *or* hire a 3rd party company. Hmmmm
      • 4 Years Ago
      Not surprising. Chrysler is already walking on shaky grounds and doesn't want anything to hurt its chances in its restructuring. They just had great PR coming off of the Super Bowl ad and if the tweet is making the company look bad in anyway, that's arguably a big misstep that Chrysler would not want repeated.
      • 4 Years Ago
      American businessmen are such pussies. Who really cares if someone accidentally or intentionally used the f-bomb in social media?

      Chrysler could use some street cred. They finally get some and they fire their social media firm instead of more appropriately reprimanding or firing the specific person who tweeted the aforementioned f-bomb.
        • 4 Years Ago
        I was in Vegas last year during Sema and was at this cigar bar and one of the oldschool chrysler designer happen to be sitting next to me, we had a good almost 2 hour conversation i was with 2 ladies off course...when off the record they are just as bad/good as any other person out there...but due to this politically correctness that keeps everyone on check in the industry is why things like this happen..

        everyone thinks the same everyone thinks about the same stereotypical comments everyone hates the same but we hide behind this politically correctness for showman ship...
        • 4 Years Ago
        Swearing increases someone's credibility in your eyes? How old are you? More important, mentally how old are you?

        Most people got over that after their teens.
      • 4 Years Ago
      I don't know what to think really. One of the points of large organisations using Twitter is to 'humanise' themselves with informal posts - to provide a casual way to show the human side that is usually masked behind their PR department/agency... funny how as soon as an oops is made, the whole 'human' side goes crashing down, despite errors and opinions (strong or weak) being inherently 'human' qualities...

      On the other hand, I am responsible for our corporate Twitter account (3200 employee company) and there is a list of select words that I would never use on my work or personal account for the simple reason that it just isn't professional. As a rule nothing should be posted on Twitter that you would not want appearing in tomorrow's newspaper - the so called new media person who buggered up should have known better...
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