In 1886, Coca-Cola made its debut at the Jacobs’ Pharmacy soda fountain. Coca-Cola’s mission is to refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference. This company values leadership, collaboration, integrity, quality, diversity, accountability and passion.
The Coca-Cola Company found a frustrated customer on Twitter. He was having trouble redeeming a prize from a My Coke reward program. This particular customer had more than 10,000 followers on Twitter, so he was an influential user of the social site.
C. Situation (SWOT) Analysis
The company shows strength by monitoring the Twitter website. Many companies create a page on Twitter, but do not actively follow it. The head of social media for the company issued an apology statement on Twitter and helped the customer with getting the prize.
This situation acts as an opportunity for Coca-Cola to be an example to other companies. Customer service is not only something to be performed “in person,” but can also happen online. The head of social media never met this customer face to face, but he was successful in providing great customer service.
D. Strategies (decisions or behaviors)
A. Head of the social media for Coca-Cola posted an apology on the Twitter page and assisted the customer in getting his prize. He acted very quickly and respectably, and did everything in his power to assist the customer.
E. Consequences (results)
A. The customer was able to receive his prize. In an effort to thank the company, the customer changed his Twitter avatar to a photo of himself holding a Coke. Coca-Cola avoided embarrassment because of their swift actions.
Although this case study doesn’t mention a crisis communications plan, I feel as though Coca-Cola treated this situation as a mini-crisis. They acted swiftly and efficiently and were able to help the customer achieve his goal of receiving the prize. Since this particular customer had many followers, Coca-Cola avoided further embarrassment. They handled the situation very gracefully and respectably.