Negative Tweets affect Customer Loyalty
Wednesday, August 12th, 2009
Yesterday an article appeared in several newspapers about how angry tweets (on Twitter) can force a company to back off a geographically localized program intended to promote good will. A franchisee of Tim Hortons, a coffee shop competitor of Starbucks, in Rhode Island agreed to provide free coffee for a local program, celebrating Marriage and Family Day. It turns out the sponsors of the program were against gay marriage and this brought out the gay community and those supporting the gay community in droves. A petition was electronically signed by about 2000 followers and angry ‘tweets’ and facebook entries were broadcast, often at the rate of several per minute.
