Qantas Social Media Fail


Creator of new threads from offtopic posts

Less than a month since Qantas grounded its entire fleet of international and domestic aircraft over an industrial relations dispute, the company has triggered a massive backlash of consumer sentiment over social media network, Twitter.

Looking to generate some positive public relations, the company’s official Twitter account, @QantasAirways launched a new competition today asking consumers to share their ‘dream luxury inflight experience’.

The competition told people to use a Twitter hashtag (a keyword users put on their posts so they can be tracked and searched) called #QantasLuxury. Instead of generating genuine entries, disgruntled Qantas customers, who had suffered significant delays and frustration as a result of the airline grounding, hijacked the hashtag and flooded it with complaints, snark-filled comments and jokes.

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