Today, Qantas launched a Twitter-based competition. Perhaps underestimating how much damage has been done to the brand in the wake of the recent lockout of its workers, the vocal Twitter community hijacked the campaign and have been busily reminding Qantas management (and Board) just what negative brand sentiment can translate into. Clearly, Qantas has not learned from their social customers.
But what does it look like when this happens? How is it expressed?
We used to say that the only thing worse than being talked about is not being talked about. But does this apply in a world where personal recommendation trumps brand allegiance? It seems that this Qantas saga has some way to run – with Fair Work Australia now required to produce a binding outcome which could still take months. And the question on many customers minds has to be – who at Qantas has their eye on the safety, customer experience and brand value of the business? Clearly not the Board or the CEO.