ComEd and the Use of Social Media for Times of Disaster

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.