Customer buys promoted tweet to complain about British Airways
Companies may have a new form of online brand bashing to contend with: The kind customers are mad enough to pay for.
How badly would an airline have to scorn you to spur you to purchase a promoted tweet to bash them?
Whatever that breaking point is, Chicago businessman Hasan Syed reached
it. He paid to promote a tweet in the New York and United Kingdom
markets to urge people, “Don’t fly @BritishAirways. Their customer
service is horrendous.”
Promoting a tweet makes it more visible by targeting certain keywords or
types of users. The cost of a promoted tweet is generally determined by
how many people interact with that tweet; buyers set their own
the results of his campaign: He spent $1,000 and earned a little over 73,000 impressions.
“I thought maybe it might be interesting to see how promoted tweets
might work and if that would get anyone’s attention,” he told Time’s Moneyland blog
Syed told The Guardian
that he was ticked about the airline’s handling of his father’s lost luggage.
[RELATED: Master the can't-ignore social media tools after Mark Ragan's one day social media boot camp.]
JetBlue marketer Marty St. George had this to say about it:
British Airways offered the following statement:
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
Syed claimed victory: