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For those who’ve hung out on TikTok up to now 12 months, you’ve possible heard the title Alix Earle.
In 2022, Earle rose to TikTok stardom by posting “prepare with me” movies and chronicling her experiences as a pupil on the College of Miami. With over 5.3 million followers on the platform, Earle is certainly one of TikTok’s prime creators incomes as much as $70,000 per sponsored publish.
Earle just lately went on a visit to Europe with a gaggle of 11 pals, a few of whom have been content material creators themselves. Upon arriving in Italy, the group discovered the home they reserved by Reserving.com didn’t really exist, leaving them stranded with nowhere to remain.
Naturally, the group took to TikTok to publish concerning the state of affairs.
How Airbnb Earned Tens of millions of Impressions Via 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 at some point of their keep in Italy. This video has over 3.8 million views, portray Airbnb in a optimistic mild.
Whereas the main points of the alternate are unclear (Did Airbnb comp the group’s keep on the Villa? How a lot was the group’s keep price?) Airbnb has earned almost 4 million impressions from Earle’s publish possible for lower than her typical $70,000 payment.
After the group moved to the Airbnb, Reserving.com commented on Earle’s preliminary publish about being stranded days later, telling the group to succeed in out on Fb, Instagram, or Twitter to resolve the difficulty.
Whereas the remark seems to be normal 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. Because of the gradual and lackluster response, Reserving.com appeared unreliable and out of contact.
Airbnb was clearly prepared to choose 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 can 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 preferred creator’s journey expertise and was able to act when the chance introduced itself. Reserving.com demonstrated social monitoring, offering a response as an alternative of an answer.
In the end, each social listening and social monitoring are necessary for any model however understanding when to reply versus when to behave could make all of the distinction in how an organization is perceived.
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