Did Chrysler overreact to accidental f-bomb tweet?

Should the automaker have fired the social media manager who sent an offensive tweet? And could it have been spun into a positive?

The headlines this week focused on the fact that a tweet accidentally sent on a corporate Chrysler account criticized Detroit motorists’ driving skills and included an f-bomb. But cursing might be the least of the automaker’s worries.

A number of commenters on Chrysler’s blog post apologizing for the tweet criticized the company for what they saw as a mishandling of the crisis. The company stated that it had “terminated” the employee at the media strategy firm that handles the @ChryslerAutos Twitter account. Of note, Chrysler’s current ad campaign—debuted during the Superbowl—features its new sedan with the tag “Keep Detroit Beautiful.”

By Thursday afternoon, Chrysler split with the social media company, New Media Strategies, entirely.

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