Entenmann’s Social Agency Likeable Says Sorry

By Dave Kerpen

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, it’s important to not only say sorry, but to leave the situation better than it was before. To that end, I’ll be increasing the pro-bono work we do for nonprofit organizations in need. As always, I remain available for questions, comments, and your thoughts here and on Twitter.

Update: Here is a statement from Entenmann’s:

“We are saddened and disappointed that an outside agency handling our social media posted a comment on Twitter associating the Entenmann’s brand with the not guilty verdict in the Casey Anthony trial. This Tweet does not reflect the values of our company, our associates or the Entenmann’s brand. We have taken immediate steps to make sure the individuals that created this post will not work on our account again. Additionally, we are taking steps to ensure that future tweets reflect our company’s values. We sincerely apologize for this incident.”

Our contacts:

David Margulies, davidm@prexperts.net, 214-368-0909 (o), 214-914-1275 (c)

Shane Sumrow, shane@prexperts.net, 214-3685-0909 (o), 214-930-1139 (c)

[...] we am operative upon enlightening a routine to safeguard which this does not occur again,” said a CEO, Dave [...]
[...] and its social media agency have apologized. Chrysler also apologized and ended its relationship with its social media agency. These mishaps [...]
[...] no shortage of examples of brands messing up on social media, but the stories that seem to persist the most are the ones where the brand [...]
Dennis Yu December 10, 2011
Dave, you guys show amazing honesty. Kudos!
[...] are taking by “Doing media the wrong way”. Other examples which are brought up are gaffes by Kenneth Cole, and Chrysler. Links are at the end of this post, get your self up to [...]
tyson July 18, 2011
lol what exactly did your social media team think the trending hashtag #notguilty was referring to? just wondering.
#dontbesorry July 14, 2011
I think any company will do whatever it takes to cover their own butts but whoever took that tweet to insinuate insensitivity towards the trial is being ridiculous and you seriously let the individual go from your company? Let me guess, they were some unpaid college intern who probably did a great job otherwise. I hope you let him or her go with great remorse as you know he or she had no intentions of spiting anyone or causing controversy on behalf of Entenmann's over the ludicrous outcome of the Casey Anthony trial. I bet he or she was following the rules laid out for her by her company; to tweet using trending topics to reach a wider audience, and if that day, the trending topic was about the trial, you can bet the Entenmann's brand reached more people by that tweet alone than it normally would. Again, I understand Likeable & Entenmann's had to release a public apology because the public reacted in such an obtuse and ignorant way to the "insensitive" tweet. Please. People probably thought it was cute and made them crave a donut while reading redundant tweets of opinions from any semi-educated person with access to the internet.
[...] here’s a part of the Like­able Media apol­ogy: We apol­o­gized on behalf of the Entenmann’s brand right away, how­ever, as the leader of [...]
Eric Goldstein July 11, 2011
Dave, This thread inspired me to write a quick article for Social Media Today. How The Entenmann's / Casey Andrews Twitter Debacle Was Actually A Success http://bit.ly/olsOoy Bottom line, I think you've done a great job of turning a single clever tweet that was overblown by some, then over apologized by others, into something that ended up most likely generating some positive results for your client. Kudos all around. Again, we need to carefully protect the brands we service, but it's a tweet, not a tattoo and people need to get a grip.
Dave July 12, 2011
Thanks so much for your thoughts, Eric! Much appreciated. -Dave
April July 8, 2011
Seriously? People need to chill out. It was HILARIOUS! And now I'm following Entenmann's, so it worked! This is what Social Media is all about--- corporations need to calm down.
Liz July 8, 2011
Seriously? The post was HILARIOUS. I thought it a super cute way to lighten the mood after the ridiculous verdict. Whoever posted it should be getting PROMOTED, not fired. The only mistake Entenmann's has made is apologizing so profusely... really, really unnecessary. Haven't you ever heard that there's no such thing as bad press?
[...] mean to be hard on them. After all, we’ve all had our regrettable clicks and they did apologize. But this should serve as a critical reminder that our foot is only 120 characters or less from our [...]
[...] statements from Likeable Media CEO Dave Kerpen and Entenmann’s: Earlier (Tuesday), a representative from my [...]
[...] explained in a separate statement that its staff was “leveraging the trending topics and moving so fast they neglected to see [...]
[...] explained in a separate statement that its staff was “leveraging the trending topics and moving so fast they neglected to see [...]
[...] explained in a separate statement that its staff was “leveraging the trending topics and moving so fast they neglected to see [...]
[...] explained in a separate statement that its staff was “leveraging the trending topics and moving so fast they neglected to see [...]
Philly Grub July 7, 2011
As others have said, I think you handled the situation correctly. I'm actually going to follow @Entenmanns now and not feel guilty when grab a tasty treat next time.
[...] explained in a separate statement that its staff was “leveraging the trending topics and moving so fast they neglected to see [...]
[...] up. Or rather, their social media management company. According to several apologetic tweets and an explanation on their blog, social media management company Likeable apparently moved too quickly to incorporate trending [...]
Chris July 6, 2011
You and your organization did nothing wrong. Folks need to get over themselves. End of story.
[...] about eating all the tasty treats they want?!” It did not go unnoticed, and while the Agency quickly apologized, damage was [...]
Colonel Mustard July 6, 2011
It's freakin' twitter. WHO THE HELL CARES!?!?!? The only reason I saw this is because Tosh posted it on his blog. People who were offended by this need to put down their goddamn iPads and Droids because they are taking twitter way too seriously.
[...] was related to the Anthony trial, one “sincerely” apologizing, and one with a link to this longer apology from the company’s social media guru Dave Kerpen, var TargetUrl = [...]
Jason Arican July 6, 2011
This was an honest mistake... in comparison to the Kenneth Cole tweet about Egypt which was intentional and in bad taste. That's an important distinction. That said, it's a teachable moment for everyone. Now people at this agency (and anyone reading the many blogs about this event) will check trending topics for context before joining the conversation. I would maybe take it a step further and say that using trending topics to promote a brand is probably not all that effective anyway... but that's a different conversation. In any case, it was a mistake and mistakes happen. A speedy and contrite apology was made so take it for what it's worth and move on.
Liz Pullen July 6, 2011
First, Entenmann's isn't the only company to make the mistake of including #NotGuilty hashtag in a sales Tweet. I saw several others when I did a search for how people were responding to the verdict. I think the mistake was that, if I recall, it was a Promoted Tweet which means you paid for that spot and appeared at the top of every search on the term. So, it was a lapse in judgment which was made doubly (triply?) worse by ensuring that millions of people would see the Tweet. Secondly, if I might self-promote, you can also visit our website What the Trend (http://www.whatthetrend.com) to see user-generated definitions for Twitter trends if you are unsure what they refer to. Accurate definitions are marked as "verified". Now that Twitter's API sends us ~250 trends/day (just counting the worldwide chart & there are over 100 regional ones), it's hard for our contributors to keep up with the quickly changing flow of trends. But the trends that last longer than 15 minutes in the Top 10 usually are correctly defined by our users.
carrie July 6, 2011
Hey Liz, The tweet was not promoted. It was an unfortunate accident, and was deleted within 15 minutes, with an apology tweeted shortly thereafter. Thanks for sharing http://whatthetrend.com - carrie
[...] course Entenmann’s began apologizing, and quickly trotted out their hired gun to fall on its sword as well. Though the excuse seems valid, the apology sincere, and the damage will probably be limited, [...]
Kayd July 6, 2011
People are too sensitive. Who made a big deal about this?
Jillian July 6, 2011
Well, at least everyone knows that @Entenmann's has a Twitter feed now. When you tally up the free impressions from this story, and show a net gain of followers, they should be forgiving...provided they have a clue. As PR Twitter accidents go, this was FAR better than the "Detroit drivers" crack that Chrysler's Twitter people let loose.
[...] world. However, during the tidal wave of related tweets, Entenmann’s Twitter account tweeted the following, which has since been deleted: “Who’s #notguilty about eating all the tasty treats they [...]
zizi July 6, 2011
OmGawd the tweet was fine.. sorta lol :)
jason July 6, 2011
i LOL'd
[...] know that I am working on refining our process to ensure that this does not happen again,” said the CEO, Dave [...]
Jason July 6, 2011
I am so sick of this bubble-wrap society! I was more offended by the apology letter ("I still help non-profits"...yipee!!) than I was the actual Tweet. Speaking as someone who hasn't even thought of an Entenmann's cake since I was 12 years old at my grandma's house...your tweet got me thinking about the brand again. Well done.
Chris July 6, 2011
Entenmann's makes cookies and doughnuts. They murder people everyday with their products. Who cares how insensitive their tweeting is?
sam July 6, 2011
The reaction of some people completely blows me away (coughcough drew olanoff - hurt? really? reaaally? puh-leeze). first of all, the tweet was HARMLESS. not only was it (most importantly) UNINTENTIONAL, it was faaaar less insensitive than a few recent INTENTIONALLY insensitive social marketing ploys (uh - groupon, anyone? making light of genocide - INTENTIONALLY? and then not really apologize at all? .. and I'm sure you all remember the hilarious #thanksgroupon that ensued.) second, when I first saw the tweet - and then it's retraction - I laughed. when I saw them, they were posted on tumblr back-to-back by thedailywhat, and the whole scenario was just so unfortunate that it was downright funny and laughable, not to mention entirely and immediately forgiveable. I don't know who these humorless, P.C., butthurt souls are who (clearly never having made a single mistake in their perfectly perfect lives) get instantly offended by a corny, well-intentioned, and accidentally offensive tweet (keyword: accidentally)... but I feel really, very sorry for them. I mean, really. really and truly, it must suck to be them. sure, it was unfortunate. but to even *think* of labeling it as a social media "gaffe" is blowing this so far out of proportion it's unreal. it's a harmless mistake with zero victims, except perhaps poor dave and his social media team at likeable who have had to apologize to so many people, all for nothing that got made into something. (as another poster said, I just think that the entire country is so shocked and upset at the not guilty verdict, and the lack of justice served, that they're taking their angry out on underserving parties, like entenmanns and likeable.) I feel bad for them. likeable, you're doing a standup job - don't let all these nuts on the internet make you feel like you've done something worse than you did. and entenmann's, I'm gonna buy truckloads of your cakiest-cookiest-chocolatiest goodness. (yes, I know those aren't words, but I'mma buy yo stuffs. nomnomnom.)
Dave July 6, 2011
Thanks for your thoughts Sam. Much appreciated.
Steve July 6, 2011
It makes me sad to think that people complain so much over a simple mistake. I can honestly say that most of the people who complained about this and have started posting comments on this had never heard of likeable until this kicked up. I think your doing a great job and dont let the trolls get you down.
Jake July 6, 2011
Mistakes happen. They're horrible. Yes, the management is ultimately responsible and takes the blame. Look, enough outrage. It was a mistake -- nobody intended to hurt you personally, and they definitely didn't intend to do so in the name of the Entenmann's brand. Do you want to call them negligent? Perhaps, and what reparations do you deserve? (Suggested answer: none.) But I can't fathom that Dave was being malicious. Anyone can get unlucky once in a while when an employee makes an honest mistake. As far as social media missteps go, this one might have just caused a chuckle and been forwarded for laughs. But most of your anger toward Dave is really just displaced aggression toward the real perceived injustice. Only you don't have access to the defendant, so you take out all of your anger here. Think about it.
[...] You can read Likeable’s groveling apology here. About Devin Faraci A ten year veteran of the web, Devin has built a reputation as a loud, uncompromising and honest voice – sometimes to the chagrin of his readers, but usually to their delight. A well known apologist for the Friday the 13th films and a worshiper at the altar of the original Star Trek, Devin is passionate in his dedication to the weirdest and wildest movies. Follow @devincf Like It, Plus One It, Stumble It, Reddit     Tags Casey AnthonyDumbassesEntenmann'sSocial MediaTwitter [...]
Jeff Given July 6, 2011
I apologize for my outburst earlier. Very upset at the verdict. I am sure it was an innocent mistake.
eli lippman July 6, 2011
Not a better firm out there than likeable!!!! Sorry about the issue dave and carrie, still crown you both the king and queen of social!
Nick July 6, 2011
LOL@ Drew, What hurt dude? Really? I loathe this industry sometimes. Frowny Face:(
Bob Mentmen July 6, 2011
Drew's fake outrage and overwrought indignation is what's wrong with this world. The guy apologized, which is more than most companies do these days (and unnecessary in many of our opinions). Get off your high horse, which I assume is standing on a pedestal in your glass house.
KC July 6, 2011
First of all, you have handled this situation with poise and class. It was a simple mistake and I honestly can't see why some of the posters are so outraged. I sincerely hope the employee who made this mistake isn't reprimanded. This has been completely blown out of proportion. Please know that the outrage expressed by other posters here does not represent how the majority feels. Their anger is completely misdirected. I wish you and your team all the best. If I were in need of a social media team, I would hire you in a minute.
drew olanoff July 6, 2011
And Dave of course I remember you. But I don't know you, meaning your brand and company. Your "what we do" doesn't say much that others don't say. Supporting causes (which weren't mine by the way...they're world causes), is MUCH MUCH appreciated and loved, but here is not the place to get personal. This is about you and your team hurting and industry of hard working folks.
[...] Update: Entenmann’s social media management agency, Likeable Media, has apologized again. [...]
Maura July 6, 2011
You have responded to this event in a way that should become a best practice for when a mistake is made in social media. As usual, I'm impressed with your commitment to your clients and the industry.
Dave July 6, 2011
Thank you Maura. I really appreciate your sincere words and SMAC's support.
Steph July 6, 2011
Time to start pushing the Devil's Foodcake, guys!
mark goldberger July 6, 2011
Dave is one of the most sincere people I know, so his apology is most definitely real, and FS, Likeable employs people in NY and Boston, so your foreigner theory is a bit off-base. While I don't think the # was in great taste (pun unintended), the blowback for this and other companies' #TooSoon comments always strikes me as a bit hypersensitive and overly politically correct. Regardless of one's view on the matter, the 4 most important words in social media are Thank You + I'm Sorry. Likeable did the right thing apologizing.
Dave July 6, 2011
Thanks for your thoughts, Mark. Much appreciated.
Misty July 6, 2011
Very much respect the way you've handled this thread.
Dave July 6, 2011
Thanks Misty. Much appreciated.
drew olanoff July 6, 2011
Last words: People pay you money and you don't check a hashtag? Your team neglecting to check a hashtag (which is so beyond hard to believe...so you're tossing a team member under a bus, way to go)...is horrific. Whomever pays you for your services should get refunds, and you should get Entemmans a new company to rebuild their brand online.
Dave July 6, 2011
Thanks for sharing your thoughts, Drew. I'm surprised you don't know me, I've met you and chatted with you at several social media events and my wife has contributed to your cause a number of times. I'm sorry we hurt you.
drew olanoff July 6, 2011
I don't know you, but your agency is clearly not suited to handle real world/human interactions. I rarely get mad, but this one hurt. Change direction, you don't get social.
Dan July 6, 2011
I also can't believe you are truly sorry about the mistake upsetting the crazies on the internet, and are maybe more upset about making a high-profile mistake with a client you'd like to keep, one that speaks to your company's abilities in a market where it's tough to be considered the social media "expert"?
Doug July 6, 2011
Who in their right mind would believe that it was unintentional? Anyways if you had more tweets like that maybe I'd follow you.
Aneesah Gilbert July 6, 2011
Funny how some people can take something so small and make it into something big. I am sure most people (not major companies) were also being insensitive to the actual going ons of the hashtag #notguilty. Because of the popularity of the company I understand the apology but forreal Entenmann's keep making those good chocoloate chip cookies and I will forgive anything you guys say or do. Love, An Entenmann Lover
Dave July 6, 2011
Thanks for your kind words Aneesah!
[...] “The truth is, our team was leveraging the trending topics and moving so fast they neglected to see what the hashtag was related to,” says Likeable’s David Kerpen. [...]
michael cohen July 6, 2011
well, seems like a good night to be working late. good luck.
FS July 6, 2011
Hi - it sounds like the people you employ don't live in this country, which is often the case for companies like yours. Employ cheap labor from other countries. I guess now, it's very easy to see why using cheap, imported labor from countries is not always the best idea. Better luck next time! Hope you give them a nice, deep discount off this month's bill!
michael cohen July 6, 2011
dave, honestly, do you really feel like you did something wrong? or is this just what you need to do because Entenmann's is freaking? i am sure that this is off-brand for a company like Entenmann's, but it seems like a victimless crime and maybe a business opportunity. have you had the client conversation yet about the lift in brand recognition and likely lift in purchase intent? what tracking do you have in place? perhaps Entenmann's as a company can use this to create awareness and preventive measures for child abuse...it's obviously not a laughing matter, but hopefully the client is ready to do something with the light that is shining on their brand. a mere apology seems hollow. i think the idea was smart if not risky. good for you and Entenmann's, either way. i vote not guilty! @Entenmanns @LikeableMedia #NotGuilty
Dave July 6, 2011
Thanks for your thoughts Michael. Honestly, we did do something wrong in not checking the hashtag before we tweeted. Had we checked, we wouldn't have tweeted as we did. But I do sincerely appreciate your thoughts and yes, we are tracking everything.
anniebee July 6, 2011
I found it to be a funny and honest mistake. No one thinks a bakery is honestly trying to defend Casey Anthony. Or at least everyone should have the common sense to know that if they don't. Anyone who was offended needs to lighten up.
[...] was related to the Anthony trial, one “sincerely” apologizing, and one with a link to this longer apology from the company’s social media guru Dave Kerpen,  which reads in part: While this was [...]
Mike G July 6, 2011
I honestly think it's REALLY not that big of a deal... i make worse jokes on my Facebook all the time.. the only thing you should of had to say was "too soon?" people are pathetic getting all crazed about it... they are just looking for a chance to jump down someones throat about something so minuscule in the grand scheme of life.. i mean really now.. it's twitter
Dave July 6, 2011
Thanks for your thoughts, Mike.
Ray July 5, 2011
What does non-pofit work have to do with it?
Dave July 6, 2011
I want to make sure we do right by people really affected by real tragedies, that's all, Ray.
dennis oleary July 5, 2011
nothing a little controversy won't help.. i thought it was pretty damn brilliant and whomever tweeted it should get a bonus, not a repremand
Dave July 6, 2011
Thanks for your thoughts, Dennis. It was unintentional though, truly.
Jeff Given July 5, 2011
Here are my thoughts. You probably employ a bunch of soulless dumbass 20-somethings who can't find their asses with both hands and a goddamn flashlight. Why else would "#notguilty" be trending? Was the person who tweeted it so hungover they couldn't think properly? A murdered gets off and you fools turn it into a snack cake joke. Nice work. Go work for the families of deceased kids, you rotating dumbass.
Dave July 6, 2011
Thanks for your thoughts Jeff. i feel horrible that you feel this way.
Noni cavaliere July 5, 2011
People are far too sensitive if this bothered them. I thought it was cute. Not everyone is obsessed with the circus sideshow that was that court case.
Dave July 6, 2011
Thanks for your thoughts, Noni.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>