One man, a disgruntled customer, purchased a promoted tweet - and it made all the difference and damage to a world renowned airline! - In social, if you are not responding swiftly to a customer, you are in for a "brand maul". Do you have the wherewithal to be in the 30 minute twitter league? Else, think! Armor your PR weaponry and social media team with a 30 minute response mindset... Are you there?

1. One man was unhappy with the services of an airline… and
decided to buy a tweet to vent his anger!!
Muralidharan @muralispeak

2.  All he tweeted was : Don’t fly @britishairways – Their
customer service is horrendous
 Syed said he used Twitter's self-serve ad platform to
make the purchase.
 Syed declined to disclose how much the tweet cost.
Muralidharan @muralispeak

3.  It takes one disgruntled customer to shake you out of a
service slumber.
 The airline did respond… albeit, a tad too late
 If you cannot respond in double quick time, better
don’t have a social media handle.
Muralidharan @muralispeak

4.  Simple – keep it 24/7
 If you are working your social handle like you work the
brick-mortar office, then you are in the stone age.
 If your services, like an airline, is 24/7 – then you ought
to be a listening brand 24/7
Muralidharan @muralispeak

5.  As per a survey sometime back by simply-measured,
23% of companies have a service-handle on twitter!
 BUT, only a handful of that 23% companies were in a
position to respond to customer or stakeholder tweets
24/7
 Well, whats the point if you have a handle, and take
eons to respond to your customers?
Muralidharan @muralispeak

6.  Syed rightfully vented his anger on not receiving his
luggage in time
 British Airways was present on social-media, but, was
NOT listening 24/7
 Syed innovated to amplify his problem by buying a
paid tweet to maul the airline
Muralidharan @muralispeak

7.  Wake up from your service slumber on social.
 Social is live-wire, and if you do not defuse a
reputation explosive in may be 30 minutes, the world
will maul your reputation
 Social media monitoring 24/7 is the cure…..
Muralidharan @muralispeak

8.  BE a listening brand on social 24/7
 Build a support team within that will respond round
the clock.
 Make sure your don’t build a hierarchy crap in the
response system… your brand is doomed.
Muralidharan @muralispeak

9.  30 minutes is the worst case response time on a
platform like twitter
 Great service brands respond to social in less than 5
minutes
 Make conscious efforts to optimize your social
listening
Muralidharan @muralispeak

10. If you are a social brand, join the
30 minute league, here and now.
Work on bettering the 30-minute
time
If you cannot do both of the above,
quit social.
Muralidharan @muralispeak

11. Are you? 24/7/365?
Do it or be prepared for a brand maul.
Customers will innovate more than you can!
Muralidharan @muralispeak