Public Relations & Social Marketing Insight

The last thing Chipotle Mexican Grill needed was more bad news after its food-safety problems generated headlines across all media. But that’s what happened earlier this year following a huge social media faux pas. It was not the kind of mistake you’re probably imagining — an ill-considered tweet or risqué Snap. Instead, Chipotle’s Social Media Code of Conduct was found to be in violation of the National Labor Relations Act.

 

The chain had terminated an employee who, among other things, took to Twitter to complain about working conditions and wages at an outlet in Havertown, Pa. By prohibiting employees from making “disparaging, false, misleading … statements about or relating to Chipotle, our employees, suppliers, customers, competition, or investors” in its social media policy,  the company was violating rights granted all workers under the NLRA, the NLRB ruled.

 

Although Chipotle last week filed an appeal in U.S. District Court in New Orleans, the case is indicative of the type of legal or ethical jam many companies find themselves facing as they open new doors to customers and promote their products and services on social media, according to John Delaney, a partner at Morrison & Foerster and founder and co-editor of the law firm’s Socially Awareblog....