AT&T succeed in attracting new community members on Facebook, but suffer from negative reviews

AT&T succeed in attracting new community members on Facebook, but suffer from negative reviews

AT&T’s “Thank You Notes” songs drive a surge in consumer engagement on Facebook, but the wider community remains dogged by negativity and customer service complaints.

To celebrate their Facebook community surpassing two million fans, AT&T launched a two day campaign at the end of May which thanked fans via customised songs. 500 submissions were randomly chosen and improvised “thank you” songs were performed by AT&T’s house band. These were then published to AT&T’s Facebook page and YouTube channel, with the brand announcing that  “this is a chance to show [our fans] how much we care in a fun and light-hearted way”.
 
WaveMetrix analysis reveals that the campaign is successful in driving activity around AT&T, with both community size and “people talking about this” rising during and immediately after the campaign. This suggests that fun and interesting campaigns can be successful in attracting new community members, as well as entertaining current ones. However, despite positivity around the campaign, the page remains a focus for customer service complaints, with consumers tending to be more negative than on competitor pages. This suggests AT&T still face a challenge of channelling this newfound engagement into positive brand praise, rather than negative complaints.
 
Two day “Thank You Notes” campaign launches on May 25 and is followed by surge in new likes and “people talking about this”:
 
AT&T succeed in attracting new community members on Facebook, but suffer from negative reviews
  • The campaign successfully gets consumers buzzing on Facebook: The “talking about this” metric, which records the number of consumers talking about AT&T stories over the past seven days, spikes sharply following the campaign. This suggests that fans find the campaign sufficiently interesting and engaging to comment and talk about. This success continues for several days after the campaign had ended
  • This rise in engagement is mirrored by a rise in community size: As more people talk about the campaign, the rate of community growth increases. Towards the end of the campaign, with engagement levels back to normal, the rate of community growth flattens once more 
Although fans react favourably to the campaign, the AT&T page is still dogged by negativity:
 
AT&T succeed in attracting new community members on Facebook, but suffer from negative reviews
  • Despite the positivity associated with the campaign, the AT&T page remains a focus for customer complaints: Indeed, sentiment is now slightly more negative than this time last year
  • Although network operator pages tend to receive more negativity than normal, Sprint and T-Mobile still tend to perform better than AT&T: This suggests that while this fun campaign has succeeded in engaging more consumers, AT&T still need to shift focus away from customer service issues if they are to build a positive brand community

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