Shortly after the Casey Anthony verdict was announced today, Entenmann's tried to capitalize on the trending topic #notguilty by Tweeting, "Who's #notguilty about eating all the tasty treats they want?!" The company quickly pulled the Tweet and wrote:
Sorry everyone, we weren't trying to reference the trial in our tweet! We should have checked the trending hashtag first.
Or just watched the news today.
The company is clearly concerned about experiencing a Kenneth Cole-like backlash, as it's been apologizing every few hours. Dave Kerpen of Likable, which handles the bakery's social media affairs, added this explanation:
Earlier today, a representative from my team tweeted "Who's #notguilty about eating all the tasty treats they want?!" from the @Entenmanns account, one of Likeable's clients. The Entenmann's brand relies on us for our expertise in social media and unfortunately we let them down. We apologized on behalf of the Entenmann's brand right away , however, as the leader of Entenmann's social media agency, I would like to personally say I'm sorry if the tweet offended anyone. The truth is, our team was leveraging the trending topics and moving so fast they neglected to see what the hashtag was related to. It was obviously insensitive, and on behalf of the entire Likeable team and our client, Entenmann's, I'm sorry. Please know that I am working on refining our process to ensure that this does not happen again.
While this was clearly a mistake, its important to not only say sorry, but to leave the situation better than it was before. To that end, I'll be continuing to do pro-bono work for nonprofit organizations in need. As always, I remain available for questions, comments, and your thoughts here and on Twitter.
It's a pretty ridiculous mistake, but it's hard to stay mad at the manufacturers of delectable baked goods.