Twitter is a place where people can participate in public conversations. There’s almost no limit to what they can talk about. So, the topics could range from pets to what challenges corporations are changing.
Most of the time, people share their personal experiences on Twitter. It could be to either encourage or discourage others from doing the same thing they did. And everybody knows how fast word travels on social media.
Sometimes, that’s a good thing; other times, it is not. People alerting others on Twitter can save them time, money, or maybe even lives. But that’s only when the claims are true. If they are not, it ruins something that does not deserve ruination – an honest business, for example.
Last June, real angry Twitter followers put Airbnb on the trends – but not for something the company would love to hear.
Twitter Users Shared Their Airbnb Stories
In June, a Twitter user shared photos of fire sprinklers scattered throughout her Airbnb in Philadelphia. She thought those were cameras in disguise.
Airbnb has strict rules regarding cameras and recording devices. It requires hosts to disclose which devices are present on the premises. Furthermore, hosts can’t place them anywhere. They can only put them in common spaces, like front doors or driveways.
Mashable also reached out to Airbnb. A spokesperson told them Airbnb’s policies strictly prohibit hidden cameras. Thus, they take “forceful action in the exceptionally rare circumstances where this has been reported.” That involves helping law enforcement hold criminals accountable.
The spokesperson also reassures people their support team is open 24/7 to support guests with safety concerns.
Twitter users love spreading stories like this. And so, the post became popular. In turn, that prompted other users to tweet about their Airbnb horror stories.
One user said they woke up with a roach laying on its back, and the sheets smelled like dry saliva. Another user said the Airbnb they went to had stains on the couch and the sheets. And there is a dirty toilet.
The Philadelphia police investigated the Airbnb in question because of the attention it got. And they concluded there were no hidden cameras. Unfortunately, that can’t reverse the social media damage.
Those who have seen the tweet will likely avoid that Airbnb. Of course, their opinion would change after seeing the police report. But they will likely not see that unless someone points them towards it. The bad news is more popular on social media than good news.
Tweets Show What The Real Problem With Airbnb Is
If anything good comes from this, the tweets help identify the real issue with Airbnb. They have something in common.
One of the tweets said the host told them to catch the cat if they see it and go on a cat sitting duty. Another person said the host required them to wash all used dishes, towels, sheets, and pillowcases but still charged them a $100 cleaning fee.
From that, we can see that the problem is usually the host, not the accommodations.
That is not good for Airbnb’s business, especially now that people are considering ditching it altogether. People are considering going back to hotels because of the rising prices of rentals and increasing demands of hosts. Even the hosts themselves are thinking about it.
Cancel Culture on Twitter
Twitter can be toxic. Thus, one wrong move can lead to the destruction of your career or brand reputation. It could be because of a misinformed tweet you made. Worse, it could be because of a tweet from someone else. In the abovementioned Airbnb situation, what that person said is not even true. Unfortunately, that can happen to you too.
It is not only your or their followers that would see the problematic tweet. People who see it are likely to retweet it. So thousands of people will see it. And Twitter users seem to like public shaming so much. Thus, you may wake up someday as an internet celebrity. However, you would not like the reason for how you became famous.
CrossFit was one of the businesses that became victims of the cancel culture on the micro-blogging platform. The company’s then-CEO Gregg Classman made a controversial tweet about racism and COVID-19. Twitter users criticized him. Some vowed never to order services from CrossFit again, and others threatened CrossFit’s partners to quit their partnership.
In a few days, Crossfit lost the business of affiliated gyms around the world. On top of that, it lost key partnerships and endorsements.
Following this disaster, Gregg Classman stepped down from his position. He issued an apology, but many of CrossFit’s collaborators and partner gyms.
Cancel culture on Twitter made a CEO resign. Imagine how it can affect small businesses.
How To Navigate Cancel Culture
So, how do you make your business safe from the cancel culture? First, you must establish a good reputation. Cancel culture exists because Twitter users are “woke.” They want to make social change. So, aligning your business with a social purpose will do you good.
However, it should be authentic. Do not nail a social purpose just to avoid the possibility of being canceled. It would be a matter of time until your followers discover you are faking it. And that is another way to get canceled on Twitter.
Then, don’t make any controversial tweets. If you have a very hot take that may cost you your brand reputation, it is better not to post it on Twitter.
What if someone else made the tweet that ruined your reputation? You can reply to them to clarify things. That will also show people that you are a responsible brand that cares about its customers.
If you have pieces of evidence that can prove what the problematic tweet claims, you can also post them. Since you have built a good reputation, many Twitter users would believe you.
Cancel culture makes being on Twitter a little risky for a brand. But as long as you are not doing anything wrong, it is a valuable tool for growing your business.
Customers Complaining on Twitter Can Help Inform Your Brand (While Also Hurting It!)
As a brand, the act of receiving complaints from customers can be a double-edged sword. On the one hand, customer complaints can serve as valuable feedback that can inform the brand and lead to improvements in products and services. On the other hand, complaints shared on public platforms such as Twitter can also inflict significant harm to the brand’s reputation. In this article, I will explore the delicate balance of how customer complaints on Twitter can both inform and harm a brand, much like a delicate dance between partners.
To start with, customer complaints on Twitter can serve as a powerful tool for customer insights. Complaints often highlight areas where a brand may have fallen short and can provide valuable information on improving products and services. Like a farmer listening to the advice of a wise old owl, customer complaints can serve as a guide for brands to understand better and address the needs of their customers. Additionally, customer complaints can also serve as a way for brands to quickly identify and address any issues, much like a doctor quickly identifying the symptoms of an illness.
However, customer complaints on Twitter can also significantly harm a brand’s reputation. Public complaints on social media platforms can easily go viral and attract widespread attention, potentially damaging the brand’s reputation. This can be compared to a wildfire that, once ignited, it’s hard to contain, leading to significant damages. Additionally, complaints on Twitter can also serve as a catalyst for a domino effect, where a single complaint can lead to a cascade of negative feedback and criticism. This can be likened to a pebble that, once thrown, creates a series of ripples that grow bigger and bigger, leading to a significant impact.
Furthermore, customer complaints on Twitter can also amplify negative sentiments about a brand, making it difficult for the brand to mitigate the damage. Much like a loud noise that once heard can’t be unheard, a negative tweet can be seen by thousands or millions of people, making it difficult to contain the damage. Additionally, customer complaints on Twitter can also lead to a loss of trust and loyalty from customers, much like a betrayal from a close friend or family member.
Given these considerations, it is essential for brands to adopt a measured and strategic approach when dealing with customer complaints on Twitter. This can include setting up a dedicated team to monitor and respond to customer complaints, proactively addressing issues, and providing transparent and honest responses. Additionally, it’s important for the brand to be empathetic and show a willingness to listen to customers. This can be compared to an open-minded person, willing to learn and evolve.