AT&T gets more than it bargained for on Facebook social media fail

AT&T, the telco providing iPhone 4 contracts in the US has been inundated with complaints after it asked customers to post feedback on its Facebook page.

Users have taken to the page in droves calling the company “arrogant”, ignorant and money grabbing, while others have decided to use the page for those internet staples, advertising and flirting.

Commenting on a wallpost one user said: “AT&T has attractive customers…”

The furore kicked off after AT&T wrote to its customers updating them on the company’s plans to improve its plagued wireless.

The letter from Tom DeVito, vice president and general manager in its New York office, wrote to its millions of customers paying tribute to the company’s expansion and multi-billion dollar investment plans. But customers were none too happy, and when DeVito invited them to give feedback over Facebook they happily obliged.

Ironically you have to “Like” the AT&T page to leave a comment.

A customer, Maxwellimus Gordon, commented:  “I wanted to say I “liked” this just to write on this wall. Thanks Tom Devito, for sending me a lovely e-mail which obviously got to me hours later because of cellphone reception. I just wanted to let you know that the only reason my data usage rates aren’t higher on their iPhone’s is because nobody gets service. For not having service in one of the most populous regions in America (NYC) you guys should be ashamed.”

Fred Nikgohar , another customer, said: “It is utterly ignorant of you to ask your customers to provide feedback in a centralized place, given that you forgot about us customers a loooooong time ago… but since you ask, here it goes; I have a single simple request:

“If you take my $155/month, please let me make a SINGLE phone call from beginning to end without dropping my call, in LOS ANGELES.

“Remember your “customers”… the people who PAY you? Ahhhhh forget it… you have more important things to take care of…! Like counting our money!”

Another user wrote: “Can you please stop sending me bills for the service I don’t have. I am not a ATT customer for 6 months but still getting the bills.” 

It’s yet another example of outfits chasing numbers on social media before being bitten in the rear. The idea behind social media in businesses is to engage with your userbase and establish trust between brands and customers. It shouldn’t just be a conduit for promotion.

At least AT&T has opted to leave all comments online. Unlike Nestle which earlier this year paid some schmuck to censor its own Facebook page over the palm oil criticism.