Last week marked the kick off of the 2016 NFL season and with it, the much anticipated start of fantasy football. However, on Sunday the ESPN Fantasy Football app, which everyone and their mother uses to track their stats, went down and consumers took to Twitter to vent their rage… or post hilariously mocking memes.
For today’s constantly connected consumers who are checking their phones around 46 times a day, the internet, and more specifically, Twitter, has become a ‘social telephone’ to call in complaints about brands and customer service in real time. And those customers expect a response. Fast. However, while 78 percent of people who complain to a brand via Twitter expect a response within an hour a 2015 brandwatch study discovered that only 46.6 percent of brands engaged with any tagged @mentions (which were categorized as neutral, questions or complaints) with 64.6 percent responding to questions within five days and only 11.2 percent responding within one hour.
Nevertheless the opportunities for brands to turn their social media #fails into wins is possible. Which is why this week we’re turning to our RockStars to get their advice as we ask – How Can Brands Turn A #Fail Into A Win?