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Should you’ve hung out on TikTok prior to now yr, you’ve probably heard the title Alix Earle.
In 2022, Earle rose to TikTok stardom by posting “prepare with me” movies and chronicling her experiences as a scholar on the College of Miami. With over 5.3 million followers on the platform, Earle is one in all TikTok’s high creators incomes as much as $70,000 per sponsored put up.
Earle just lately went on a visit to Europe with a bunch of 11 buddies, a few of whom have been content material creators themselves. Upon arriving in Italy, the group discovered the home they reserved via Reserving.com didn’t truly exist, leaving them stranded with nowhere to remain.
Naturally, the group took to TikTok to put up concerning the state of affairs.
How Airbnb Earned Hundreds of thousands of Impressions By Social Listening
Earle’s video concerning the group getting stranded racked up over 3.9 million views, and caught the eye of the social media group at Airbnb who shortly sprung into motion.
Inside 24 hours, Airbnb organized for the group to remain in a villa close by, seemingly saving the day. Once more, Earle went on TikTok to share how Airbnb reached out to assist and posted a tour of the villa the group moved to all through their keep in Italy. This video has over 3.8 million views, portray Airbnb in a optimistic gentle.
Whereas the small print of the change are unclear (Did Airbnb comp the group’s keep on the Villa? How a lot was the group’s keep value?) Airbnb has earned almost 4 million impressions from Earle’s put up probably for lower than her typical $70,000 payment.
After the group moved to the Airbnb, Reserving.com commented on Earle’s preliminary put up about being stranded days later, telling the group to achieve out on Fb, Instagram, or Twitter to resolve the problem.
Whereas the remark seems to be customary process, it got here too late to assist the group’s preliminary drawback (being stranded) and was a missed alternative for good press after the botched reserving. As a result of sluggish and lackluster response, Reserving.com appeared unreliable and out of contact.
Airbnb was clearly prepared to select up the ball after Reserving.com fumbled and jumped on the chance to be featured.
The distinction within the two firm’s responses demonstrates the importance of social listening and preserving a pulse on conversations which might be taking place in your model’s area of interest.
On this occasion, Airbnb demonstrated social listening. The model’s social group was preserving a detailed eye on a well-liked creator’s journey expertise and was able to act when the chance offered itself. Reserving.com demonstrated social monitoring, offering a response as a substitute of an answer.
In the end, each social listening and social monitoring are necessary for any model however realizing when to reply versus when to behave could make all of the distinction in how an organization is perceived.
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