This is nothing new, but I think it’s worth giving a shoutout to Ryanair for having the most bizarre, unconventional, and amazing Twitter presence of any airline.
Ryanair’s unconventional Twitter account
Most airlines use Twitter to post news, provide customer support, listen to feedback, and apologize for when things go wrong. And then you have Ryanair, which uses Twitter to make us all laugh (and provide customer support, but only via DM — smart!). Where do we even begin?
The airline posts all kinds of hilarious memes and responses to what’s in the news. For example, you have the below Tweet from today.
When people respond to Ryanair on Twitter and try to throw shade at the airline, Ryanair has no problem holding its own. For example, a broadcaster responded to the above by saying that Ryanair should “stick to poor quality budget travel, leave the politics to others.” To that Ryanair responded “stick to poor quality broadcasting, leave the politics to others.”
When someone suggests that Ryanair planes rarely take off, the airline held its own.
If someone suggests Ryanair’s social media is run by 20-something year old “woke imbeciles,” the airline takes that as a compliment.
But Ryanair doesn’t just respond to sassy people with humor. Someone asked on Twitter if Ryanair has USB outlets on planes, to which Ryanair responded with “yeah, they’re just under the seat massage function.” LOL!
Oh, and did I mention all of that just happened in the past 24 hours?
Or Ryanair even jokes about charging for carry-ons and having people wear all their clothes on the plane.
Unprofessional, hilarious, or both?
No company does social media quite like Ryanair. At most airlines, responding to customers the way Ryanair does would get you fired. Meanwhile at Europe’s largest low cost carrier this is considered a feature.
Is Ryanair’s Twitter team hilarious? Yes. I mean, I follow Ryanair and read Ryanair Tweets every day, even though I have no plans to fly the airline anytime soon. Is Ryanair’s Twitter unprofessional? Obviously!
But there’s something oddly refreshing about Ryanair’s approach to social media as well. Frankly I feel bad for most airline employees who provide Twitter support, because they just deal with people complaining all day. In some cases people have legitimate gripes, while in other cases they’re just whining and cranky. I feel like Ryanair says what just about ever other airline social media employee is thinking, and there’s something kind of cool about that, even if the airline does push boundaries.
I’d also say that Ryanair is subscribing to the philosophy that any publicity is good publicity, and I don’t think the airline is wrong. People don’t choose Ryanair because the airline offers a luxury experience or bespoke, concierge-style customer service. Rather people choose Ryanair because the airline has the lowest fares, and flies direct to a lot of destinations. And anything that reminds anyone of Ryanair (and a lot of the carrier’s Tweets go viral) is probably good for Ryanair’s bottom line.
I’d be fascinated to know what Ryanair’s behind the scenes process is like for managing Twitter. Can each Ryanair employee working on Twitter just post what they’d like, or is there a review process? And if there is a review process (which I assume there is), how do they decide what gets published? It must be based on how funny it is, rather than concern over crossing any lines.
Ryanair has a one-of-a-kind social media presence. Rather than just posting news updates and providing customer service support, the airline is genuinely hilarious and even rude on Twitter. You’d almost think it’s a Ryanair parody account… except it’s not.
While controversial, I’m a fan of Ryanair’s unconventional approach to Twitter. I’d pay good money (at least the cost of a Ryanair flight… okay, that’s not objectively “good money”) to be a fly on the wall of Ryanair’s social media office one day.
What do you make of Ryanair’s social media presence? Brilliant, awful, or both?