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
The connector: How UTA’s gaming boss is reconciling discrepancies between the attention games attract and the revenue they make
If you’re into gaming then chances are you’ve come across Ophir Lupu’s work.
Why Fiverr believes it’s finally time to bring back OOH advertising next year
After the delta variant brought more uncertainty to the pandemic, Fiverr is reconsidering its 2022 media mix.
The Rundown: How up-and-coming esports organizations are separating themselves from the pack
Marketers should look to partner with esports organizations competing in newer or smaller esports that boast loyal and growing communities.
SponsoredHow advertisers are shifting mindsets to succeed amid iOS 15 and other identity challenges
On top of the impending cookie deprecation, Apple’s recent iOS 15 changes are causing concern for many advertisers by affecting pixels, IP addresses and email addresses. While these upcoming changes may be concerning for many, shifting mindsets and getting away from a binary way of thinking with solutions being 100% contextual or 100% universal IDs […]
Member ExclusiveMarketing Briefing: Marketers are eyeing in-housing once again with 44% of CMOs planning to move more work in-house in 2022
Procter & Gamble is an early mover -- as to be expected from the largest advertiser in the business -- but it’s not alone in continuing to move various marketing capabilities in-house despite the pandemic. According to a new Forrester report, 77% of global organizations now have some form of in-house agency; that’s up from 68% in 2018.
‘Creativity needs energy’: Why a TBWA\NEBOKO exec believes a return to the office will save agency culture
The future of work is still in flux as agencies experiment with new ways to retain both talent and company culture. For TBWA\NEBOKO, the answer lies in in-person collaboration.