Our 4th blog post for our New Year countdown is from Gil Stauffer. In contrast to yesterday’s excellent example from Gillette, here is a not-so-excellent example from Spain.
A woman tweeted a complaint to Gil Stauffer (moving company in Spain) service saying:
‘Asking @Gil_stauffer for the moving costs from Madrid – Barcelona and they couldn’t confirm the delivery date “It could be 15 days or 1 month” #shameful’.
This comment got more than 400 retweets. Then, the company tweeted back:
‘@Rosita_correr This tweet damages our brand because of the hashtag you used. Delete it or we will have to send it to the legal office.’
The answer got so many negative feedbacks from Twitter followers towards the brand with the hashtag #shameful in reference to the brand.
Gil Stauffer, instead of backing down, decided to publicly threat a fan:
Juancorbera: ‘@Gil_stauffer your answer is even more #shameful.’
Gil Stauffer: ‘@juancorbera Thanks for your comment. We will proceed as a consequence #sue’
After this negative answer, they tripled the number of negative tweets and decided to stop posting. Days later they apologized for the inconvenience.