TY  - JOUR
AB  - After a massive 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 reinforcements from more than a dozen other states worked for days afterward to restore service. Meanwhile, the company's months-old social media strategy faced its first major test. The eChannels social media team, part of ComEd's customer operations division, worked around the clock to respond to posts from customers on social networking sites Facebook and Twitter. At a time when the company faced public debate and criticism over its plan to raise electricity rates, in part to invest in smart-grid upgrades, engaging directly through social media was a way to strengthen relationships with customers and the general public, consistent with an important corporate goal: “Keep the lights on and information flowing.”After discussing the case, students will:Develop an appreciation for the role social media can play in shaping a company's reputationUnderstand how companies can use social media to engage customers directly in order to protect their reputationsUnderstand the role these interactions with customers can play during a crisis situationRecognize the added reputational risk when a company's core business is directly impacted by a natural disaster
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000075
UR  - https://doi.org/10.1108/case.kellogg.2016.000075
AU  - Diermeier Daniel
AU  - Petrella Daniel
PY  - 2017
Y1  - 2017/01/01
TI  - Commonwealth Edison: The Use of Social Media in Disaster Response
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 16
Y2  - 2024/09/21
ER  -