Subsequent to a massive storm hit the northern Illinois service area of electric utility Commonwealth Edison on July 11, 2011, more than 900,000 customers were devoid of electricity during a hot, humid summer. ComEd crews and strengtheners from more than a dozen other states worked for days subsequent to restoring service. The company's months-old social media strategy confronted its first major evaluation.
The e-Channels social media team, part of ComEd's customer operations department, worked around the clock to react to posts from customers on Twitter and social networking sites Facebook. At a time when the firm faced public debate and criticism over its plan to raise electricity rates, in part to put money into smart-grid upgrades, engaging directly through social media was an approach to strengthen relationships with customers and the general public, consistent with an important corporate goal: "Keep the lights on and advice flowing."
PUBLICATION DATE: January 11, 2013 PRODUCT #: KEL734-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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