To err is human, and no matter how big the brand, at the end of the day a human is responsible for all those tweets and posts. For now at least.

So this week we’re taking a look at how KitchenAid turned a social media crisis into a textbook case of how to successfully manage digital damage control.

The setting

During the 2012 US Presidential Election, KitchenAid unexpectedly sent the following tweet from its official account to 24,000 followers.

”Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he came president'. #nbcpolitics”.

The tweet referred to the fact that US President Barack Obama’s grandmother had passed away a few days before he took office in 2008.

The blowback

Public reaction was swift and predictably critical.

The KitchenAid account was bombarded with negative tweets and the story soon made national and international headlines, signalling a full-blown PR crisis for the brand.

The response

KitchenAid’s response was rapid. The offending tweet was deleted, then KitchenAid offered an official apology via Twitter for its “irresponsible” actions.

This didn’t stop negative tweets from pouring in, but instead of ducking for cover KitchenAid responded and discussed the concerns of users and customers.

Mashable then picked up the story, and included KitchenAid’s official statement on the tweet.

Importantly the statement didn’t come from KitchenAid PR, but from Cynthia Soledad, the marketer responsible for the brand’s Twitter account.

The takeways

KitchenAid's response ticked a lot of boxes: deleting the offending tweet, a swift apology and responding to negative tweets instead of maintaining radio silence.

Today the KitchenAid account has close to 50,000 followers and an engaged community, proving a social snafu isn't the end of the world. 

If you enjoyed this article then subscribe FREE to the twice weekly SMK Digital Bulletin, click here now or visit www.smk.net.au/subscribe.

Also, click here download a FREE Social Media Policy Research Paper – worth $495. This FREE in-depth 17 page paper features insights from both communications and legal experts at the likes of: National Australia Bank (NAB), Edelman, Corrs Chambers Westgarth, Social@Ogilvy, SMK – Social Media Knowledge, The Victorian Electoral Commission. Or visit www.smk.net.au/downloads for details.