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Social Media Faux Pas: Entenmann’s Flubs A Twitter Hashtag

by Team Caffeine · 1 comment

lori r taylor, revmediamarketing, social media, social media marketing, branding, product branding, networking, oneclicksocietyThere is no doubt the Casey Anthony trial has set the social media world on fire, with comments flying back and forth on Facebook and Twitter about her guilt or innocence and why the jury’s verdict was wrong or right.
In the midst of all this activity one social media marketing firm get a little too caught up in what was going and committed a social media faux pas.

The Entenmann’s bakery Twitter feed inexplicably tweeted the following:

“Who’s #notguilty about eating all the tasty treats they want?!”

To be fair, Entenmann’s outsources its social media management to a company called Likeable Media. So it was Likeable’s fault that the Tweet went out, but Entenmann’s took the fall.

Not that the Tweet was so terrible. Poor taste, yes. Horrible? Not exactly. They could have tweeted worse.
What seems strange to me, and lots of other social media watchers is the fact that Likeable claims they had no idea what the hashtag stood for when they sent the Tweet.
In my opinion this is the true crime. Not the Tweet itself.

Who in their right mind would broadcast a message without first understanding exactly what they were saying? Especially when their message is representing a client.
Social media certainly makes mistakes possible, but not everything can be blamed on the messenger. In this case, the folks who wrote the message clearly had taken their eyes off the prize.

Perhaps social media marketing is a harder beast than it gets credit for, because there has to be an explanation for all the abject failures — both professional and personal — that seemingly occur on a daily basis. Whether it’s an athlete broadcasting insults to the commissioner of his league or a car company commenting on the driving quality of potential customers, it’s pretty clear social media is not the easiest field to navigate, especially when a little forethought can prevent all kinds of backlash.

The latest incident comes courtesy of Entenmann’s, maker of some fantastic donuts and other bakery items, and the Casey Anthony trial. As WebProNews’ coverage indicated, the Anthony verdict caused so much reaction on Twitter, not to mention an almost constant switching of the most popular Twitter trends, it was almost impossible to keep up with the deluge of tweets being posted. Unfortunately for Entenmann’s, one of their tweets did not escape the Internet’s watchful eye — of which, there are plenty.

One of the popular trends after the Anthony verdict was for the #notguilty hashtag, which was par for the course. People jumped on and shared their opinion about the trial, which is standard fare in today’s world. However, during the tidal wave of related tweets, Entenmann’s Twitter account tweeted the following, which has since been deleted:

“Who’s #notguilty about eating all the tasty treats they want?!”

While the tweet should probably be considered insensitive, especially towards the memory of Caylee Anthony, as Twitter screw ups go, Entenmann’s was fairly mild. That, however, did not stop them from total capitulation, which including putting the company they hired to handle their social media activity — Likeable Media — on notice. The result was an avalanche of apologetic tweets from the Entenmann’s account, and a post from Likeable, explaining the reason for the unfortunate tweet.

Click here to read the entire article.

Team Caffeine

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