Consumers are getting clever. They’re becoming aware of the impact of their voice, individually and collectively, and they’re utilizing social media to extend their discontent with organizations as far as it will reach – which as we know, can be quite far.
I’ve written about organization’s purchasing promoted tweets to help amplify the reach of their crisis communications, but this week we’ve seen the promoted tweet strategy actually used against a brand – for what I believe to be the first time ever!
British Airways gets bashed with a promoted tweet
Twitter user, Hasan Syed, purchased a promoted tweet to express his discontent with British Airways after they lost his father’s luggage. Targeted for New York City and UK Twitter users, Syed’s promoted tweet read:
“Don’t fly @BritishAirways. Their customer service is horrendous.”
As time goes on and social media becomes second nature to people of all ages, organizations need to be on the ball and just as clever. You basically need to be ready for anything and everything. It may be the first time a consumer uses a promoted tweet to voice negativity about a brand, but had British Airways done a thorough risk assessment this scenario would have been thought of and prepared for in advance.
If you can think it, so can someone else
Social media is here to stay and your consumers are getting savvier and savvier. It’s up to your organization to be adequately prepared and trained in both crisis prevention and crisis management. No matter where a crisis strikes these days, it will end up on social media. Don’t let your team be caught by surprise when they could have been prepared.
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.