By nickjohnson - September 3rd, 2013
Hasan Syed had a bad experience with British Airways, who lost his bag. It’s increasingly common for customers to tweet complaints about their experience - Syed went one further.
He purchased a ‘Promoted Tweet’, shown to all of the brands followers, complaining about his ‘horrendous’ customer service.
At the last count, it had been seen 73,000 times. CNN actually spotted the story before BA responded, and interviewed Hassan. The BBC got involved, questioning BA directly.
This is another shift in power from brand to consumer. While PR and marketing professionals often hear about #prfails over social media, and the increasing power a consumer has to impact on one’s brand via social networks, the numbers are seldom this big.
73,000 impressions, 14,600 engagements and the involvement of both CNN and the BBC. It cost him $1,000. Sure, most customers won’t go that far. But now it’s a choice. It never was before.
There's more on this over at PR Newser.