Bank Of America’s Epic Twitter Fail
Brands are supposed to use social media to show their human side, but apparently Bank of America – and the alleged humans that run its customer service Twitter feed – missed that memo.
When New Jersey dad Mark Hamilton wrote an anti-foreclosure message in chalk on the sidewalk in front of a Manhattan Bank of America branch, he was told to leave by cops. So he took to Twitter: “Just got chased away by
#NYPD 4 ‘obstructing sidewalk’.” he tweeted under his handle @darthmarkh.
What happened next underscored the world’s third largest bank’s (according to Forbes) utter lack of a grasp on how the social media platform works:
But wait, there’s more.
The immediate and understandable assumption was that the bank’s Twitter feed is run by a bot – a program that automatically replies to tweets that mention it. Bafflingly, this turns out not to be the case. A bank spokesperson explained to Digiday that real people are, in fact, behind all of the brand’s tweets.
“All of our interactions are personal and handled by a team of over 100 social-media servicing representatives,” the bank wrote in a statement released to Digiday. “We respond to mentions of the bank to help identify underlying customer issues in addition to direct requests for help.”
But in this instance, the bank was responding to activists’ anger with vapid offers to help with their accounts. With its utter lack of online competence, Bank of America merely reinforced these angry tweeters’ view of the company as a faceless, heartless conglomerate.
“Our social media servicing representatives have assisted thousands of customers though our Twitter service,” the bank wrote in its email. With help like that, though, who needs enemies?
Image via Shutterstock
As gaming expands, endemic and non-endemic creative agencies emphasize their strengths
Though gaming-endemic agencies have a head start, non-endemic creative agencies are looking to muscle their way into the space using their advantages as larger and more established firms.
Member ExclusiveMarketing Briefing: Zenni’s vp of growth marketing on making the switch to ‘bite-sized’ planning windows due to Covid
To get a sense of how one brand marketer managed those shifts for a growing brand, Digiday caught up with direct-to-consumer eyewear brand Zenni’s vp of growth marketing, Courtney Fadjo Biro.
‘Change without story is a mandate, change with story is purpose’: Why marketing and comms execs are being tapped for chief-of-remote roles
Chief of remote roles are gaining in popularity, and it's marketers and communications execs that have the skills to fit the bill, experts believe.
SponsoredData-driven solutions: Charting a better way forward for brands and publishers
Travis Clinger, senior vp of addressability and ecosystem, LiveRamp Updates to mobile identifiers and browser data privacy policies have become an everyday part of life in the advertising industry. The browsers and device manufacturers have made privacy a competitive differentiator, as consumers have become increasingly concerned over how their data is being used. As an […]
‘A few more strategic decisions’: What it’ll take for TikTok’s ad offerings to get advertiser buy in
The momentum is there, but TikTok's lagging analytics and targeting offering has advertisers playing it safe with organic strategies.
‘She was the most sexually harassed person I ever met’: Confessions of a former Activision Blizzard employee on the company’s toxic work culture
In this edition of our Confessions series, we hear from a former customer service specialist at Activision Blizzard about the company’s toxic work culture.