Delta’s response to Ann Coulter opens a messy can of worms
Airlines often are targets of angry tweets from passengers, but like most major brands they typically tread carefully with their responses to complaints on social media.
By shutting down a polarizing figure such as conservative commentator Ann Coulter, Delta Air Lines’ response became a political statement, whether that was the intention or not. The airline pushed back at Coulter after she berated it Saturday on Twitter over getting her seat changed.
Coulter began tweeting about the episode Saturday in which she said the airline gave away an “extra room seat” she reserved before a flight from New York to Florida departed. Coulter had booked an aisle seat but got a window seat.
“Any back and forth with a customer, particularly a political commentator like this, is going to be viewed through a political lens,” said Tanya Meck, the executive vice president of Global Strategies Group, which specializes in strategic communications.
The company’s original tweet has been liked and shared more than 150,000 times, but people are responding in defense of both Coulter and the airline.
Delta offered Coulter a refund but also hit back at her criticisms on Twitter, saying, “Your insults about our other customers and employees are unacceptable and unnecessary.”
The airline later put out a statement explaining the confusion that led to Coulter being moved from her reserved seat and restating their disappointment with Coulter’s comments:
“We are sorry that the customer did not receive the seat she reserved and paid for. More importantly, we are disappointed that the customer has chosen to publicly attack our employees and other customers by posting derogatory and slanderous comments and photos in social media. Her actions are unnecessary and unacceptable.”
When customers tweet their complaints at most companies, chances are they will get an apology and a request for more information — unless, of course, they’re tweeting at Wendy’s, in which case they’ll get roasted.
Chains such as Wendy’s and Denny’s have mastered building relationships and responding to customers, even complaints, in a lighthearted way. Smirnoff and Reebok both have taken the opportunity to poke fun at the Trump administration, much to the delight of social media.
Delta’s clapback, however, was met with a mixed response.
Such a strong condemnation could be viewed as “attacking her and her views simultaneously,” according to Daniel Korschun, an associate professor of marketing at Drexel University in Philadelphia. These views likely are shared by many of their customers.
“I think they may have overreacted,” he said. “Generally it is in the company’s best interest to treat all customers the same.”
Korschun said he believes companies can and should be transparent about their political leanings and that doing so can be great marketing technique. His research shows that customers expect companies that prioritize their core values to take a stand on important issues.
The jury is still out on what Delta’s response will mean for its image. “Americans expect companies to take a stance or respond to an issue or current event, even if the issue is perceived as political — as long as the company explains its motivation,” Meck said. “In these respects, Delta passed with flying colors.”