Qantas Epic Twitter Fail
by The Veritas Group on Nov 25, 2011
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After grounding their entire fleet on October 29 and stranding over 9,000 passengers worldwide, three weeks later Qantas Airlines launched a Twitter social media campaign to entice customers to describ
After grounding their entire fleet on October 29 and stranding over 9,000 passengers worldwide, three weeks later Qantas Airlines launched a Twitter social media campaign to entice customers to describe their "dream luxury inn-flight experience". "Be creative" their tweet suggested.
Qantas was not prepared for just how much participation or creativity they got. The Tweets went viral: somewhere around 25,000 Tweets and reTweets flew in a twenty-four hour period.
A huge percentage were negative, and they were right out there for everyone to see.
Instead of mollifying disgruntled customers, it spilled the whole ugly mess in front of the world. Qantas’ pre-SMM strategy was a disaster.
A couple of quotes from the Twittersphere captures the tone,
“Somewhere in Qantas HQ a middle-aged manager is yelling at a Gen Y social media ‘expert’ to make it stop,”
“Alan Joyce now seeking an injunction to ground Twitter due to #QantasLuxury fiasco“.
It’s All About the Thinking
While Qantas must now hurriedly be trying to find out not only what went wrong, but more urgently, who’s to blame for the Twitter fiasco, what’s really going on is far deeper than a couple of bad PR decisions. What’s at issue and what isn’t being addressed is the thinking behind it all – on all sides
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