Aetna Denies Student Insurance 24 Hours Before Surgery; Pledges to Help on Twitter But Doesn't
Today, a real life example of social media marketing played out in front of our eyes as our friend Yael grappled with Aetna's social media team. Instead of Twitter empowering Aetna to deliver great customer service to Yael who had her surgery cancelled, they lied to her followers about helping.
- This morning, Yael was found out she was denied coverage and spread the news over social media in an effort to get help.
- Yael's friends and followers responded with concern for her and outrage at Aetna
- — Nick Fisher (@FishNicker)Tue, Jun 04 2013 13:04:50
- — Emmy Rachel (@AceOfAstoria)Tue, Jun 04 2013 13:23:38
- — Taylor Cook (@T_M_Cook)Tue, Jun 04 2013 13:48:11
- — Dan A (@DanimalNYC)Tue, Jun 04 2013 13:49:17
- — Dennis James (@dwjammer)Tue, Jun 04 2013 13:56:12
- A few people chimed in with some helpful advice on what assurances Yael should seek in her next contact with Aetna
- — All On Medicare (@AllOnMedicare)Tue, Jun 04 2013 11:08:21
- — F.J. Thomas (@F_J_Thomas)Tue, Jun 04 2013 13:12:58
- — F.J. Thomas (@F_J_Thomas)Tue, Jun 04 2013 13:14:55
- Aetna responded directly to Yael's concerned followers...
- ...But not to Yael herself. They weren't actually helping her
- The lesson?
- — Scott VandeKerkhoff (@Scott_Vandy)Tue, Jun 04 2013 14:25:42
- (The @mtbert he's referring to, oh, that's just Aetna's CEO)
- — eric3000 (@eric3000)Tue, Jun 04 2013 13:54:24Social media is transparent @AetnaHelp. If you say you're helping and you're not, we all know. There's no passing the buck here
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