KitchenAid Tweet Shows, Yet Again, Why Social Needs Mature Talent
October 3, 2012 
Author 
In We’ve previously covered examples of brands who post inappropriate social updates at inappropriate times. The latest example happened tonight during the Presidential debate when KitchenAid posted the following unfortunate Tweet joking about Obama’s dead grandmother:
Of course, this was likely posted by someone on the KitchenAid team who had meant to post it under their personal account. However I think it’s inappropriate of a communications professional to make such a statement at all. Especially since people are a huge part of a brand.
KitchenAid has since deleted the Tweet and apologized, but anything published to the web is easily findable and referenced as shown above. AdWeek has already covered it, so has Mashable and the comments about the brand (both positive in defense from fans and negative from people who are upset) are spreading across the web:
Likely, KitchenAid will be added to the list of this year’s social media crises as another case study: something I would wish on no one. But there is good news here. It’s preventable for your brand. Hire people with judgement, professionally and personally. Yes, this matters. Social is personal and you’re really trusting your brand to the people you hire. They will make or break you.
The crazy thing is, as my friend Peter Kim points out, this isn’t even restricted to the web. As mobile is ubiquitous this is the new reality we live in.
Jason replied | Oct 4, 2012 (5 comments)
I have to agree with the TRUE’s Tweet. The KitchenAid’s Tweet really makes me wonder, how low people can go. Even though, this Tweet was certainly supposed to go under a personal account, why would anyone want to post such a Tweet? Hope this person will have a lot of problems with that. It is really inappropriate.
Glen Allsopp replied | Oct 4, 2012 (4 comments)
Great advice Adam,
Not something I’ve really thought about – and I’ve been hiring a few people lately – but it makes perfect sense.
- G
Aaron Brazell replied | Oct 4, 2012 (1 comment)
What kind of gestapo statement is that? People, in their individual roles, have first amendment rights. Corporations should never supercede those. The individual made a terrible judgement call and a big boneheaded technical error, but should not be discouraged from speaking up or being involved in the process of politics. The person should be applauded (and reprimanded for being a bonehead).
Adam Singer replied | Oct 4, 2012 (594 comments)
Sorry if that came off negative to you Aaron – you’re of course right, they have the *right* to make that statement. I don’t disagree with you there. I meant from the standpoint of someone who wants to make a career in social or marketing. Our actions personally do reflect who we are and what we will do professionally. I’m not saying he should be fired or anything and brands are free to do what they want. I’m speaking from the standpoint of what I personally see as appropriate behavior — your opinion may of course vary, which is why we love comments.
Tru replied | Oct 4, 2012 (1 comment)
Gotta say, I agree with those who say that while this was indeed most likely a person accidentally posting from a corp account rather than a personal account, whoever that person was, he or she shouldn’t have an obligation to “act like a communications professional” on his or her personal account on his or her private time unless he or she chooses to do so as part of a personal-branding effort. Employers should only ever get to own so much of an employee, and what an employee–even a communications professional–tweets on his or her own personal time from his or her own personal account should remain his or her own business, just as the email he or she sends from his or her own personal email (not corporate) account should be his or her business.
It’s because employers have so far overreached in what they see as their right to control the social media use of their employees–or to use social media like Facebook to screen potential employees–that so many people have decided they need to either use fake names and avatars that don’t show their real selves or just stay off social media altogether. It’s as if, should you dare to be yourself online, you’re opening yourself up to all kinds of trouble from your employer, who expects you to “represent the company” 24/7, even when you’re not on the job.
Adam Singer replied | Oct 5, 2012 (594 comments)
Thanks for your comment — this is definitely a good subject for debate and I am sure there will be many ongoing discussions over the next few years about this.