1 key factor that could be the difference between social media success and disaster
What’s the difference between a successful campaign and a social media meltdown?
Timing. Asking people to tweet their “dream luxury in-flight experience” is a great competition for an airline to run. But if your planes were just grounded for a month because of an industrial dispute then you’ve just bought yourself a one-way ticket to social media failure.
Qantas Airlines Twitter disaster was the latest example of big brands misunderstanding the nature of social media. The Qantas hashtag was hijacked by angry customers who had been left stranded when talks with union representatives broke down.
It was the wrong time for this campaign. This idea might have flown if it had been grounded for a year first.