With many people talking about the recent ruling in the Casey Anthony case, somehow the social sphere watcher at Entenmanns saw the slew of #notguilty on twitter, but did not understand what they were for. Jumping onto the #notguilty band wagon, Entenmanns asked "Who's #notguilty about eating all the tasty treats they want?!" which is not terrible, but caused a bit of a stir with those who were following them.
Once the mistake was realized they deleted the tweet and issued an apology. I do not think that this will greatly effect the company, a small mark that will be forgotten, but it is a lesson to everyone about awareness. The biggest question that this raises is how does a person tasked with running the social media for a company not keep track of not just what, but why people are talking about or using something. If your job deals in social media, staying current is one of the most basic things that you have to do, and I think Entenmanns will be on top of this in the future.