3rd September 2013
UPDATE 4 September: The promoted Tweet campaign cost $1,000 and resulted in 73,000 impressions and an 18% engagement rate, read more here.
Lost luggage went viral today when a customer decided to pay for a promoted Tweet campaign to express his frustration at British Airways' customer service. He paid for his tweets to be promoted to all British Airways’ followers.
You read that right. Customers are now paying to amplify their tweets to get their complaints noticed and dealt with by brands.
Customers care so much about receiving a good level of service that they are willing to pay thousands to tell others if there is a service delivery failure.
A promoted Tweet is charged on a cost-per-engagement model of around 50¢ to $1.50 - so the more it is clicked, favourited, shared or @mentioned then the more it will cost.
The tweets have gone viral and the Tweeter is going to reveal his final spend and engagement metrics tomorrow.
Taking out complaint adverts in newspapers was yesterday’s idea. Today, most people use their personal social network to warn others about poor service. Tomorrow is about masterminding your own complain campaign.
We are naming this trend “complainverstising” (although one of our designers said in this case it should be “complanevertising” - very good, Doug!).
@HVSVN set up his campaign to highlight British Airways’ failure to respond with good information and quickly.
It demonstrates how important it is to integrate customer service with social media. To do this you need a habit of regular social monitoring and a good information flow between legal, customer services and communications departments to give a quick response.
Customer service is going public and it’s going to be rocky road, even for the big brands. Get it wrong and you could end up with a troll army to deal with. Place your customer in the centre of your social media strategy and you should emerge with your reputation intact.