Reputation Management: Twitter Investigating Employee Grievances on Twitter
Introduction As of September 2009, it has been reported that 8 percent of US companies have fired employees for social media misuse. This presentation will explore various scenarios where employees have used Twitter to express their grievances about their employer.
Marc Jacobs International On March 23, 2011, an intern at Marc Jacob’s International was temporarily assigned to update the fashion designer’s Twitter account as the company searched for an individual to oversea all social media. Followers of the company were invited to send “clever tweets” to win an interview with CEO, Robert Duffy. The anonymous intern tweeted their frustration to the account.
Marc Jacobs International The intern continued to post their grievances on Twitter: “You have no idea how difficult Robert is. I am only an intern. My last day is tomorrow. I wouldn’t be tweeting this if not!” “Good luck! I pray for you all. If you get the job! I’m out of here. See ya! Don’t want to be ya! Roberts a tyrant! Seriously! He is tough!” “I can call him out! I’m out! Won’t work in this town again! I know that! Learned a lot. But, I don’t have the energy for what is expected!” “Yea, walk in my MJ shoes! Don’t judge me! I’m alone in this office having to try and entertain you all. This isn’t easy. I have tried. Done!”
Response: Marc Jacobs International Most of the tweets, posted using the Twitter application for iPhone, were deleted by 4 a.m. the following morning. The company later tweeted a warning to its followers :
Some disgruntled employees will create a branded Twitter account solely for castigation. At first glance, @enterpriserent may seem legitimate, but the biography and content prove otherwise
Response: Enterprise Rent-A-Car Enterprise had not established a presence nor reserved the name and its variations on Twitter. While the page only had roughly 200 followers, it’s unknown how many visitors the page received. Prior to this incident, the company did not have a social media policy in place and neglected to monitor what others were saying. A statement was never issued, however the Twitter account has since been suspended.
Chrysler The social media representative for Chrysler’s Twitter page (@ChryslerAutos) made a terrible judgment call when he tweeted this message (Below image). The comment was not related to the company, however it still greatly affected its reputation management. Chrysler quickly removed the tweet but the comment had already gone viral.
Response: Chrysler Officials apologized for the message in a statement and said the New Media Strategies (a third party company) employee who wrote the comment has been fired. "After further investigation, it was discovered that the statement was issued by an NMS employee, who has since been terminated. Chrysler Group and its brands do not tolerate inappropriate language or behavior, and apologize to anyone who may have been offended by this communication."
California Pizza Kitchen California Pizza Kitchen server, Timothy, tweeted under his handle, @Traphik, his disdain for the uniform changes at the chain restaurant.
“@calpizzakitchen black button ups are the lamest s*** ever!!!.”
Response: California Pizza Kitchen When the California Pizza Kitchen found this tweet, they tracked Timothy in Long Beach, Calif. and subsequently fired him. Timothy then proceeded to post a YouTube video about the experience. Warning: Content contains profanity
Works Cited: "Chrysler Twitter Account Fires F-Bomb Tweet By Accident." The Huffington Post. 9 Mar. 2011. Web. 08 Apr. 2011. <http://www.huffingtonpost.com/2011/03/09/chrysler-twitter-account- _n_833571.html>. "Do You Know What Your Employees Are Saying About You?" BlueGlass. 1 Feb. 2011. Web. 06 Apr. 2011. <http://www.blueglass.com/blog/do-you-know-what- your-employees-are-saying-about-you/>. "Employee Gets Fired For Twitter Rant." America's Breaking Local And World News. America News Now, 15 Sept. 2009. Web. 08 Apr. 2011. <http://americasnewsnow.com/employee-gets-fired-for-twitter-rant.html>. "Employee Twitter Accounts - Beware." Online Reputation Management. 2 Feb. 2010. Web. 08 Apr. 2011. <http://www.onlinerepmanagement.com/2010/02/employee-twitter-accounts- beware.html>. Indvik, Lauren. "Marc Jacobs Intern Calls CEO a "Tyrant" in Twitter Meltdown." Mashable: The Social Media Guide. 28 Mar. 2011. Web. 05 Apr. 2011. <http://mashable.com/2011/03/28/marc-jacobs-twitter-intern-meltdown/>. Kessler, Sarah. "Chrysler's Twitter Account Accidentally Drops the F-Bomb." Mashable: The Social Media Guide. 9 Mar. 2011. Web. 08 Apr. 2011. <http://mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/>.
Works Cited: "Marc Jacobs Intern Has Meltdown On Twitter." The Huffington Post. 27 Mar. 2011. Web. 06 Apr. 2011. <http://www.huffingtonpost.com/2011/03/27/marc-jacobs- intern-twitter_n_841093.html>. "Twitter Feed F-Word Gets Chrysler Employee Fired." My Fox Detroit. Fox News, 11 Mar. 2011. Web. 6 Mar. 2011. <http://www.foxnews.com/us/2011/03/10/f-word- appears-chryslers-twitter-feed/>. Twitter Got Me Fired!!!Perf. Timothy. YouTube. 15 Sept. 2009. Web. 6 Apr. 2011. <http://www.youtube.com/watch?v=_TJ-V8wI7Sk>.