NEW YORK: Baked-goods company Entenmann's will continue to work with the social media agency responsible for the recent Casey Anthony Twitter gaffe conducted in its name.
Casey Anthony, who was accused of murdering her 2-year-old daughter three years ago, was acquitted on July 5 after a controversial trial. Following the announcement of her verdict, “#notguilty” became a trending hashtag on Twitter throughout the day and Entenmann's attempted to piggyback on the publicity.
It referred to the trial on its Twitter page, causing a severe backlash from customers and the press. It tweeted, “Who's #notguilty of eating all the treats they want?!”
Many Entenmann's consumers and followers found the tweet distasteful. The company immediately apologized for the post and said it should have checked the trending topics before tweeting.
Social media agency Likeable Media was responsible for the tweet. It has been working with Entenmann's for a year, handling the company's Twitter and Facebook pages. Dave Kerpen, CEO of Likeable, said the tweet was an unfortunate occurrence.
“I was disappointed,” he said, “but I knew that the faster and more authentically we reacted, the better the situation would be.”
In an official statement, the Margulies Communications Group, Entenmann's PR agency, said the tweet does not reflect the brand's beliefs and that Likeable will take steps to ensure similar incidents never happen again.
Likeable plans to be more cautious about its tweets by reviewing trending topics before using them. The agency also aims to find a way to better structure its account teams for clients so that future tweets will be carefully posted. With more than 200 million tweets a day, according to statistics released by Twitter on June 30, Likeable realizes the social media world is vast and powerful.
“Our agency is social media only,” Kerpen added. “Unlike most marketing and PR agencies that are adding social media, we've built a social media agency from the start, so we know there are huge benefits to how prevalent and fast-moving social media is, and we leverage those things every day on behalf of our clients."
"Of course, with those benefits and advantages come the perils, as well,” he explained.
As for whether or not Likeable will continue handling social media work for Entenmann's in the future, Kerpen said, “We are as of today.”