Delta Airlines employs more than 80,000 employees worldwide and has a fleet of more than 700 aircrafts and has 160 million customers.
It has a reputable social-media operation. Or so we have read...
In an article written by Dennis Schaal, Inside Social Media at Delta Air Lines - A Behind The Scenes Look on June 10, 2011, he mentions that they have a control room just for social media at their headquarters, and that they knowingly don't respond to all tweets, stating: "The social media staff doesn't respond to every tweet about the airline, and does its share of apologizing to customers."
At PAKRA, we decided to dive a little deeper and experiment with the Twittersphere for Delta Airlines and see exactly what is going on. We wanted to get few questions answered:
(1.) Since Delta knowingly doesn’t respond to every tweet about the brand, would they be more likely to respond to tweets that areincluded in the “Dreaded” hash-tag #Fail search? As you know, if
this hash-tag is included in a tweet about your brand, the customer is probably quite upset with your brand and you are at risk to lose them as a customer. Surely, Delta will respond to all of “these” tweets. Right?
(2.) Why does Delta not respond to all tweets? As we see from the article by Dennis Schaal, Delta has about a dozen "Social Assist Agents" on a 24x7 follow-the-sun support schedule. What stops them from handling more tweets, especially potentially harmful ones like those that include "#Fail" in their tweet?
We analyzed all tweets in a randomly selected time period that included the name "Delta" with the hash-tag #Fail in the tweet text.