The Friday Fail: Chipotle’s Cat-astrophe

Don over at A Desk is a Dangerous Place sent me a story from the So Good blog that’s a great cautionary tale about what can happen when your personal life and work life collide online:

On Friday night, a woman who, according to her profile, is a manager at Chipotle, posted from her Android phone:

“Soo just ran over a white cat on my way home…oops!!!

Then the woman, a few minutes later, posted, “ less cat..don’t like ‘em.” What followed over the next half day was some inane dialogue between friends of hers talking about how she should respect cats more and her getting angry that people were giving her shit. Great. Whatever. Who cares. Well, someone who noticed it cared enough to bring it to the attention of the Chipotle Facebook page.

And that’s when things get really interesting. Read on to learn what not to do when you say something stupid on Facebook. As the old saying goes, it’s not the lie that gets you in trouble–it’s the cover-up.

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2 Responses to The Friday Fail: Chipotle’s Cat-astrophe

  1. Robyn Sekula says:

    I clicked over and read the whole story. What I see here is that the folks in charge of social media for Chipotle are far too low on the pay scale, and not seasoned PR folks at all. Too often, companies are assigning social media to people who have no PR background, and don’t understand the ramifications of postings like this on Facebook, Twitter, etc. This has to be handled in the same way that any other PR is handled, and with the same amount of finesse. You can’t just hire someone straight out of college who has a Facebook account and assume that they know how to do social media. They may know the mechanics, but they don’t know how to really make it useful as a marketing tool.

  2. ajjuliano says:

    Yup–very good point. Another misconception is that social media is somehow better managed by young people. Some young people are great at it. Others suck. That sort of thinking leads to a lot of “let’s hire an intern” or “let the boss’s son try it out.” Companies need to remember that social media is an incredibly powerful tool, and whoever is implementing strategy is the voice of the brand.

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