Chrysler Fires Social Media Company New Media Strategies After Explicit Tweet

Posted Mar 14, 2011

@ChryslerAutos has fired New Media Strategies, their social media representative company, for sending out an explicit tweet. ?I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f**king [edited] drive,? said a tweet from the ChryslerAutos account on accident. That tweet has been deleted. The New Media Strategies employee intended to send the tweet from her own account.

?So why were we so sensitive? That commercial featuring the Chrysler 200, Eminem and the City of Detroit wasn?t just an act of salesmanship. This company is committed to promoting Detroit and its hard-working people. The reaction to that commercial, the catchphrase ?imported from Detroit,? and the overall positive messages it sent has been volcanic,” said Chrysler Manager of Electronic Communications Ed Garsten. ?Indeed, as an automaker that went through the roughest of times just two years ago, we appreciate the challenges Detroit faces in reclaiming its place as a vibrant, world-class city. Inside Detroit, citizens are becoming even more proud of their town, and outside the region, perception of Detroit is rapidly improving.?

“Chrysler Group LLC will not renew its contract with New Media Strategies (NMS) for the remainder of 2011. NMS has agreed to support us with an orderly transition until a new agency has been named. We thank them for the work they have provided to us and wish them the best as they move forward,” said the company in a statement.