A new way to use social media to take on a big corporation

A new way to use social media to take on a big corporation

What would you do if an airline lost your luggage?

What would you do if an airline lost your luggage? Complain to a manager? Send them an angry email? Take it to Twitter?

Fed up with the way British Airways was handling the issue of his father’s lost luggage, businessman Hasan Syed decided to complain about it.

Take it to Twitter?

But when he didn’t get the response that he wanted, he took the matter to a whole other level. But instead of putting out a regular tweet, Hasan Syed paid for a promoted 140-character message that read: “Don’t fly @BritishAirways. Their customer service is horrendous.”

Use social media to take on a big corporation

Promoted tweets?

Promoted tweets are generally bought by advertisers who want to reach a wider audience. The paid-for tweet is given high prominence in the Twitter feed of the relevant company but otherwise acts as a normal message and can be retweeted by others.

Hasan Syed purchased his paid-for tweet via Twitter’s self-service ad platform for an undisclosed sum. He targeted New York and UK markets with the tweet.

Use social media to take on a big corporation - British Airways Twitter Attack

In this particular case, the tweet appears to have been successful:

We would like to apologise to the customer for the inconvenience caused. We have been in contact with the customer and the bag is due to be delivered today British Airways told the BBC.

Hasan Syed’s not the first disgruntled customer to take on an airline via social media. Dave Carroll and his band put United Airlines on the defensive in 2009, when their video “United Breaks Guitars” went viral. It details how United failed to reimburse Carroll after his guitar was broken in 2008

Short URL & title:
A new way to use social media to take on a big corporation — https://www.torbenrick.eu/t/r/ike
Share it:
If you enjoyed this article, please take 5 seconds to share it on your social network. Thanks!

About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

Add a comment

*Please complete all fields correctly

Related Post

Brand missteps in the social media spotlight - Destroy brand trust at the speed of light
Posted by Torben Rick | April 13, 2017
Brand missteps in the social media spotlight – Destroy brand trust at the speed of light
Destroy brand trust at the speed of light. When will companies realize that everyone now has a video camera on them, and that they can broadcast live on Facebook and...
Engaging with customers on twitter can lead to shitstorm
Posted by Torben Rick | September 24, 2016
Engaging with customers on twitter can lead to shitstorm – Q&A disaster on Twitter
What do Nestlé, British Gas and JP Morgan have in common The reputation of Nestlé suffered immensely in recent years for various reasons. With the aim to improve their reputation,...
social media impact on business
Posted by Torben Rick | June 27, 2015
Top 20+ social media impact on business
Impact of social media in today's business world The rise of social media has given customers unprecedented access to companies. This can be a double-edged sword: companies are able to...

Send this to a friend