ComEd appears to have thoroughly analyzed social media best practices before it embarked on its own social media program. However, it decided to place the responsibility for social media within its own customer operations rather than in its communications or marketing department. Was this is a good decision- why or why not?
After a massive powerful storm hit the northern Illinois service area of electric utility Commonwealth Edison on July 11, 2011, more than 900,000 customers were left without power during a hot, humid summer. ComEd crews and assistances from other states worked for days afterward the storm to restore services. Meanwhile, the company’s months-old social media (eChannels) strategy was put to its first major test. Its social media strategy goal was to “ understand the customers – ask, listen and be responsive,” enhance and communicate ComEd’s brand,” and “develop a consistent communications message for customers, employees, stakeholders and regulators.” They also followed six-part approach to using social media - monitor, respond, analyze, market, share and collaborate. (Commonwealth Edison: The Use of Social Media in Disaster Response, Page 5 & 6.) The social media team/crew, part of ComEd’s customer operations division, worked around the clock to respond to posts from customers on Facebook and Twitter. Engaging directly through social media was a good way to display and strengthen their relationships with customers and the general public, which was consistent with its corporate goal: “Keep the lights on and information flowing.” (Page 2.) The crew also did good job on handling customer quires, answer each individual tweet, and continued working for two weeks to be sure all questions were answered, directin...
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...h out even though the team received numerous patronizing and angry tweets.
Over all, I would give them B+. Even though they did every thing and followed procedures and protocol to help resolve the issue, it took the company five day to get the system running, and only 99% of customers got their power back. There was no mention of any compensation provided to the customers. Lack of transparency in communication with the local authorities and lack of preparedness seemed to have delayed in resolving the issue in timely fashion. Ineffective with their messages as they took time to announce the restorations times. It is clear that ComEd needs to have a better communication/crisis system in place to ensure timely restorations of critical facilities during a crisis situation. Also have contractor crews on standby to respond to any system trouble from these storms.
Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008).
Social media is at the core of many marketing plans for corporations in the United States and world-wide. One of these companies at the forefront of social media use is Wells Fargo Bank, N.A. (Wells Fargo). The ability to directly contact customers and potential customers in a real time online environment is crucial to the bank / customer conversation and reinforcing the company’s place in a customer’s mind as the entity that they want to do business with (Wells Fargo Bank, 2014). This case study will discuss the current status of Wells Fargo’s use of social media as a means to building their customer base. Additionally, historical information on the process of the marketing move to social media will be presented and the development of the roles that are involved in this marketing strategy will be discussed. The impacts to the public sphere and society at large will play into the discourse of the social media topic and finally, the underlying theories will be discussed as they pertain to Wells Fargo and social media.
Brian Solis the author of Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web once said “Social media spark a revelation that we, the people, have a voice, and through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change” (INSERT CITATION).
With that being said, before any organization can move forward in the developing of communication plans or developing social media tactics for the next campaign, it is imperative that the organization takes time to review and reflect and ask, what’s worked, what didn’t work, and why. Were there critical factors that aided in the successes? Were there factor that served as prohibitory to previous strategies? For any organization to continue with effective development of marketing and communication programs it must be certain to review its programs based on the receiver’s perception, too. By maintaining a customer –centric approach it reminds planners that messages are about the receiver, not the messenger.
Social media has a significant difference compared to the traditional media such as television, radio, and newspapers. If the media rely on drama for the festive audience, organizations tend to adopt strategies to reduce potential public relations became the focus of drama and more using persuasive communication as a way to better control the public debate on the issue of sustainability. Further, Allan (BBB)also stated that social media requires no issues to raise ratings, focus on the editor or media leaders who are able to embrace stakeholders, and gain revenue from advertising (Allan, BBBB). This description illustrates that with their characteristics, which involve two-way communication be...
Social media was considered as a temporary trend. Something that “the kids” were using that businesses could not profit from. As time passes by, they were proved wrong. There are over 3 billion internet users and over 2 billion of them are active on different social media sites. Popular social media platforms have turn into a marketing place for various products. Offering the business an important data about their customer’s needs and wants. According to Copp (2016), there are 10 benefits of social media for business. First one is that it gains valuable customer insights. Through daily active engagement and social listening, a business can be capable of collecting important customer data and use the information to make smarter business
Success in today 's era of social media is increasingly tied to more collaborative, modern business approaches – such as open sourcing, crowd sourcing, social sourcing and word of mouth marketing – social media platform that exude characteristics of 'connectivity ' more than 'management '.
Effective communication in an organization is one of the components of its success. Managers are charged with navigating communication obstacles while making every effort to harness its benefits. This onus placed on managers is compounded by organizational advancements and the application of new technologies. One relatively new organizational technology being applied is the use of social media. Social media creates communication issues yet conversely alleviates specific communication barriers by playing several roles within organizations today.
Many employers use social media as a way to communicate with their stakeholders, such as their employees, suppliers, and especially their customers. These
Social media is the fastest communication platform… It is a two-way communication channel so we can communicate with our customers to provide solutions in the fastest manner. In contrast, traditional [media] is more of a one-way communication tool that the customers can only read without any [conversation to verify or compare the information]. – Participant 1D, an in-house practitioner with three years of experience.
Globalization along with internet have made information far more accessible via the desktops or computers, mobiles, tablets and et al and thus a business owner in order to succeed in the market needs to get in tune with the current trends of social media where the image of a company does not only rely on the word of mouth but also on the influence of social media and other customers’ feedback on it.
Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms
Social media is pertinent in use of communication throughout today’s organizations. There are many social media platforms that allow organizations to convey communication to potential consumers, stakeholders and the public. “It is essential for leaders to integrate these technologies and seek the best way to use social media and networks to the advantage of the business” (Billington, 2012, p.1). Business owners find that keeping up with current technology trends is essential in having a competitive advantage in the market place and having a strict set of standards and strategy is important in quickly adapting to social media trends.
Social media has become both popular and crucial in crisis and emergency communications. Responders are not only communicating to their public through social media outlets, the public is communicating with each other, and with responders. Individuals are able to provide important information on disaster impacts, including location and imagery, using nothing more than a smartphone equipped with a camera and GPS locator. One particular technology from Ushahidi offers an interesting way for responders and affected individuals to communicate with one another in the course of a disaster response. The Ushahidi BRCK offers an application of technology that, while not originally designed for use in the emergency management field, has an application in the response to a disaster. This and other technologies contribute to the ever changing way responders and individuals communicate.
From a public relations standpoint social media is a very powerful tool. It allows a company to instantly reach out to the public and receive feedback just as quickly. This can be useful when addressing customer complaints. In an article about social media and business: “Several companies have used Twitter as a fast way to solve problems. Hotels, airlines, and airports are using it to pitch services, travel updates, and respond to travelers needs.” (Burrus, 2010) Social media proved beneficial to these companies because customers not only appreciate that their problems are being addressed, but they also appreciate the speed at which the complaints were