How KitchenAid Minimized Its Twitter Damage

An errant tweet by KitchenAid resulted in a short-term pr disaster, but the brand minimized the damage with a quick apology, according to one researcher.

Simply Measured looked at @KitchenAidUSA interactions on Twitter at around 6:42 p.m. PST, the time of the tweet, and then eight minutes later when the brand issued its apology:

Deepest apologies for an irresponsible tweet that is in no way a representation of the brand's opinion. #nbcpolitics— KitchenAid (@KitchenAidUSA) October 4, 2012

As the chart below shows, activity spiked about an hour later, by which time the brand's apology was already part of the message. After that, there was a sharp drop in activity. In tota…
Continue reading...

More About: KitchenAid, Twitter, gaffe