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If you happen to’ve frolicked on TikTok prior to now yr, you’ve seemingly heard the title Alix Earle.
In 2022, Earle rose to TikTok stardom by posting “prepare with me” movies and chronicling her experiences as a scholar 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 mates, a few of whom had been content material creators themselves. Upon arriving in Italy, the group realized 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 in regards to the state of affairs.
How Airbnb Earned Tens of millions of Impressions By way of Social Listening
Earle’s video in regards to the group getting stranded racked up over 3.9 million views, and caught the eye of the social media workforce at Airbnb who rapidly 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 all through their keep in Italy. This video has over 3.8 million views, portray Airbnb in a constructive mild.
Whereas the small print of the alternate are unclear (Did Airbnb comp the group’s keep on the Villa? How a lot was the group’s keep value?) Airbnb has earned almost 4 million impressions from Earle’s publish seemingly for lower than her typical $70,000 price.
After the group moved to the Airbnb, Reserving.com commented on Earle’s preliminary publish about being stranded days later, telling the group to achieve out on Fb, Instagram, or Twitter to resolve the difficulty.
Whereas the remark seems to be customary process, it got here too late to assist the group’s preliminary downside (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 select 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 conserving 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 workforce was conserving an in depth 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 figuring out when to reply versus when to behave could make all of the distinction in how an organization is perceived.
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