KitchenAid reminds us to Tweet carefully

On Wednesday night, Mitt Romney and Barack Obama met in Denver for their first presidential debate of this election season. Not surprisingly, the highly anticipated showdown was the talk of Twitter, including from one unlikely political pundit.

While Obama and Romney exchanged barbs, the Twitter account of @KitchenAidUSA (the company that makes kitchen appliances and accessories) posted a Tweet about the Obama presidency. The Tweet was quickly removed, but thanks to a retweet by Tara Olson (@futureadexec), the Tweet lived on:

#socialscandel indeed.

After deleting the Tweet, the @KitchenAidUSA account posted this response:

I can only speculate what happened here, but my guess is the person who manages Kitchen Aid’s Twitter account accidentally Tweeted from the company’s account instead of from their personal account. Again, that’s just speculation, but I could see how it could happen.

Whatever the case may be, this is a great reminder to Tweet carefully. No Tweet is that important that you must rush it out and make this kind of mistake. Also, a good practice that I follow is if you’re going to Tweet something controversial, type it out then walk away from your computer for a moment. Take the time to think of all the ramifications that it might come from that one Tweet.

The person from Kitchen Aid who posted this Tweet is going to have a tough day at work on Thursday. That is if he/she still has a job.

UPDATE: According to Mashable.com, KitchenAid’s Senior Director of Marketing Cynthia Soledad sent the website an email that read: “During the debate tonight, a member of our Twitter team mistakenly posted an offensive tweet from the KitchenAid handle instead of a personal handle. The tasteless joke in no way represents our values at KitchenAid, and that person won’t be tweeting for us anymore. That said, I lead the KitchenAid brand, and I take responsibility for the whole team. I am deeply sorry to President Obama, his family, and the Twitter community for this careless error. Thanks for hearing me out.”

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Measuring Social Media ROI

I recently started a new job as digital content editor at Park Nicollet. It’s a new position at the company and my role isn’t yet clearly defined. However, I do know I will be in charge of all of Park Nicollet’s social media properties. That includes Facebook (our workhorse), Twitter (evolving), YouTube (sleeping giant), Pinterest (healthcare pins?) and Google+ (helloooo, anyone there?). It’ll be my job to connect people to Park Nicollet using those social platforms.

It’s also my job now to answer the age old question (in social media years) what’s the ROI of social media?

Pardon me? ROI?

After spending most of my professional life in a TV newsroom and working in media relations, where results were measured by ratings points and media hits, I must now sift through analytical data to determine the ROI of my social media work. Yikes!

Since starting this job two weeks ago, I’ve already been asked several times, by several different colleagues, for Facebook metrics and an analysis of how social media is connecting people to Park Nicollet. If this is your life too, I have some advice.

First thing you should do is read this article: http://bit.ly/MashableSocialROI.

The author, Erica Swallow, wrote a fantastic article about three things to consider when measuring social media ROI. While the information comes from a presentation given by Hal Thomas, a content manager at BFG Communications, Swallow does a nice job of simplifying and organizing Thomas’ thoughts and suggestions.

So the next time your boss or stakeholder demands to know the ROI of social media, you’ll have the answer. I have this article printed out and memorized. It works.