The Case Study: When the Twitterverse Turns on You outlines a social media campaign on Twitter for Canadian Jet, a fictional airline with a lackluster reputation. The plan was to use the hashtag #CanJetLuxury for a Twitter contest that would reward the user who posted the most creative tweet with a set of round-trip tickets. It sounds innocent enough but those who work in the Twitterverse know that brand-sponsored campaigns are easy prey for trolls and disgruntled customers.
After a few short hours, the hashtag was hijacked with accusatory tweets such as “Arriving a day late to your daughter’s wedding #CanJetLuxury.” The team went into a panic. The article closes by asking if they should throw in the towel.
So, Should Canadian Jet Cancel the Contest?
Absolutely not. By definition, a campaign is a systematic course of aggressive activities (dictionary.com). It is not a Twitter announcement followed by second thoughts.
When you bring your branded message into Twitter’s public stream of consciousness, you should not expect sunshine and rainbows. You expect to create the sunshine and rainbows.
After all, isn’t that what community management is about –bringing dazzling experiences to people? Helping them discover why they love you, over and over again?
The problem posed in this case study is only a problem because the company’s conversation about what to do when faced with negative tweets was supposed to happen long before the campaign launched. This failure to plan raises questions about their Twitterverse aptitude.
Want to check your readiness for the Twitterverse?
Here are Five Diagnostic Questions About Your Twitterverse Aptitude
- Are you energized by the opposition? Andrea Kemp, the company’s account manager from Wrigley & Walters who advised Canadian Jet, thrived in this high-pressured environment.
- Do you know what you are getting into? Critics can reduce your beloved hashtag into a mere “bashtag” if you mismanage the campaign.
- Do you see the glass as half full or as half empty? Do you disregard positive tweets when faced with a negative one? (Warning: In cases like #AskJPM the glass was quickly emptying. Recognizing that shows your realism, not pessimism.)
- Do you give the silent treatment? Social media is inherently social so if you are not prepared to respond to what is in front of you this might not be the best venue.
- How is your agility? Be responsive to changing conditions when sailing through the Twitterverse. This does not mean that you cannot plan. It simply means that your plan needs to account for the possibility of inclement weather.
What Can We Learn?
There are three lessons to be learned from this case study.
- #CanJetLuxury was out of touch. While the campaign was a great way to breathe life into their brand, it seems like organizers expected the announcement of the Twitter contest to absolve them of any hostility that had developed in the previous years.
- They gambled. They did not have a plan in place for negative tweets, even though they were aware of the risk.
- They held a meeting when they should have been tweeting responses. They should have countered the negative tweets immediately, rather than reassessing the campaign as a whole.
Have you ever suspended a campaign? We would love to learn about your experiences in the comments below.