To all those who work with social media: When was the last time we warned you to keep your personal and professional accounts separate? Well, it’s time to make that point again.
During last night’s presidential debate, moments after President Obama mentioned his late grandmother, appliance maker KitchenAid’s official Twitter account sent out the following tweet:
“Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president’. #nbcpolitics”
The brand’s account was immediately bombarded with angry responses, and the tweet was swiftly deleted. In its place appeared this apology:
“Deepest apologies for an irresponsible tweet that is in no way a representation of the brand’s opinion. #nbcpolitics”
Later, Cynthia Soledad, KitchenAid’s Senior Director of Marketing, began sending tweets from @KitchenAidUSA, trying her best to perform some acrobatic damage control: