Kardashian tweet incites an online fast-food fight

The reality-TV star ripped Jack in the Box with a vague complaint. Even absent an @ mention, its social media team responded quickly, but competitors pounced—some more deftly than others.

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Social media managers must be diligent—just in case someone with 60 million followers has a beef with you and doesn’t bother to target your handle.

Monday started as a normal day for Jack in the Box’s online team, until one of pop culture’s biggest names called out the fast-food chain, without offering specifics—and omitting the crucial @ mention.

Hey, Jack In The Box I have a serious complaint but I won’t fully put you on blast, check your corporate email inbox or send me a DM with direct person for my team to contact. Pronto!

— Kim Kardashian West (@KimKardashian) May 20, 2019

The incident highlights the importance of an active social listening effort for big brand names. Luckily for Jack in the box, team members were paying attention and responded.

Hi Kim, we are unable to DM you. Please send us a DM with how we can get in touch with your team & someone will reach out immediately.

— Jack Box (@JackBox) May 20, 2019

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