3. Lay low until a social storm blows over
United has had a bumpy ride recently, but the brand might want to keep things grounded instead of trying to hop on any social media buzz if it wants to win over angry consumers. Trying to jump onboard a trending topic can go awry if a brand is still struggling with its public image, and can turn into fuel for fire from snarky consumers.
The airline was one of the many brands jumping on the social media bandwagon of Carter Wilkerson, the teen who found viral fame after trying to get 18 million retweets in exchange for free nuggets from Wendy’s, a deal the chain made with him on Twitter. United tweeted they’d offer Wilkerson a free flight to any Wendy’s in the world if he met the goal, and after Wendy’s awarded him nuggets for his valiant social efforts, United doubled down on the offer.
After the recent scandal of a passenger being dragged off a United flight, the move might not have been the best idea. Twitter lit up with users making fun of the airline, rehashing the recent events that put them in a negative light. It brought up again the events United is trying to distance itself from, versus speeding up the process of getting back in good graces with the public.