American car manufacturer Chrysler has fired its social media agency New Media Strategies, following its use of swearing through the company’s Twitter account.
The company has announced that the contract with New Media Strategy will come to an end, despite the employee who had sent the offending tweet no longer working there.
The tweet read: "I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to f@cking drive."
A statement from Chrysler said: "Chrysler Group LLC will not renew its contract with New Media Strategies for the remainder of 2011," the press release said. It said the firm has agreed to an orderly transition until a new agency is named.”
Pete Snyder, CEO of New Media Strategies, apologised for the incident, saying: “New Media Strategies regrets this unfortunate incident. It certainly doesn’t accurately reflect the overall high-quality work we have produced for Chrysler. We respect their decision and will work with them to ensure an effective transition of this business going forward.”
Despite the tweet being quickly deleted by the agency, it was not quick enough to prevent it being retweeted.