Travelzoo’s context-less Twitter chat shows importance of hashtags
Bargain travel brand Travelzoo committed a Twitter sin this week after bombarding followers’ feeds with a string on seemingly incoherent tweets about topics decidedly unrelated to travel.
The company was conducting a live Twitter chat with Olympian Sarah Storey, who was also guest editing the site for the day. No doubt the move was designed to introduce a more personable and timely element to the brand’s social presence, and once the requisite sport questions were out the way, much of the discussion hinged around travel.
However, despite touting hashtag #AskSarahStorey to followers prior to the chat’s kick-off at 3.30pm, the following deluge of tweets from the brand were hashtag-less, meaning its 12,000 followers were subjected to odd and context-less updates such as ‘A26 – continued involvement and support for all sport’. Eh?
Only one hour and 60 tweets later did the hashtag reappear, and some context was given as to what had just transpired.
Anyone logging on during that period would have been at a loss as to what was going on, confused as to why Travelzoo was bombarding their news feed with seemingly bizarre tweets. Not good for the brand image, regardless of the interesting chat at hand.
So for live Twitter chats, use a hashtag or risk alienating your audience. This has been a public service announcement.