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Tiesto vs @tiesto

October 29, 2010 Leave a comment Go to comments

Recently, Tiesto was due to play in Abu Dhabi. The globally renowned DJ is active on social media and exists on twitter as @tiesto. On the day of the concert, he tweeted his arrival in Abu Dhabi and his excitement about the evening’s gig. Later in the day, news of the show’s cancellation began to spread (on twitter first). Tens of fans sent tweets to @Tiesto asking if this was true. Silence. Later in the evening, he made one tweet expressing his disappointment that the concert couldn’t be held. This again generated lots of tweets asking about the reason, refunds, and alternative dates. Silence. Eventually his management tweeted that he would answer all questions sent by fans in two days time. Two days later, Tiesto worked hard to answer the hundreds of questions from all over the globe. His final tweet apologised for those he couldn’t answer as he hadn’t expected “so many questions.”

This is the double-edged sword of social media. On the one hand, companies and celebrities can now connect to thousands and millions of customers and fans directly. On the other hand, these customers and fans now expect immediate answers to their questions as if they were having a 1-to-1 conversation. If the company or celebrity is not ready to react rapidly to unexpected events,  their social media presence may turn into a negative experience for them, their customers and their fans.

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Categories: Social Media Tags: , ,
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  1. October 29, 2010 at 2:17 am

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