Chrysler dropped New Media Strategie
s as its social media agency of record after an employee at the firm accidentally sent a tweet
from Chrysler's official Twitter account
that said (minus the asterisks):
“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king drive.”
The employee who sent the tweet was fired, and on Thursday the automaker said it will not renew its contract with the agency
NMS sent PR Daily
this statement on Thursday afternoon:
New Media Strategies regrets this unfortunate incident. It certainly doesn’t accurately reflect the overall high-quality work we have produced for Chrysler. We respect their decision and will work with them to ensure an effective transition of this business going forward.
In the aftermath of this tweet heard ‘round the corporate Twittersphere, Chrysler wants everyone to know it isn’t uptight—and it didn’t demand NMS fire the employee behind the tweet—the automaker is just proud of Detroit.
This company is committed to promoting Detroit and its hard-working people. … As an automaker that went through the roughest of times just two years ago, we appreciate the challenges Detroit faces in reclaiming its place as a vibrant, world-class city. Inside Detroit, citizens are becoming even more proud of their town, and outside the region, perception of Detroit is rapidly improving.
With so much goodwill built up over a very short time, we can’t afford to backslide now and jeopardize this progress.
Don’t worry, Chrysler. In another day or two, no one will remember that tweet—except of course for NMS and its former employee.