Chris Cianfarini

Professor Wood
MKT 608
5/30/15

Case Study 3: Common Edison & Disaster Recovery

1. Social media is now a common channel for communicating with consumers during
natural disasters/crisis. It is also popular for reputation crisis management. How is a
natural disaster different from a reputation crisis, and how does it impact a
company's social media strategy?
Much different from a reputation crises, an external disaster like a derecho must be
handled with a mindset of proactively helping individuals. Even though companies in reputation
crises management are looking to help consumers, ultimately they are doing so to regain the
approval of the people who entertain their business. Rather than looking to promote for the sake
of the companys reputation, a business that is assisting with a natural disaster is only looking to
communicate important, accurate facts pertaining to an event. The social media pages used to
assist with these events are leveraged as a location for users to go for support and information,
not for defensive news articles or future improvements that will be included in a business model.
When dealing with a natural disaster, a companys social media strategy should focus solely on
assisting the consumer and should not be looking to promote business initiatives or worry about
how posts could make a brand look.
One difference in how media should be handled is with the timeliness of postings.
Kimberly Morrisons article, The Cost Of Being Late On Social Media, goes into great detail
explaining that being the first to report on an issue is more important than making sure facts are
100% true. Morrison goes on to explain that When dealing with a reputation crises speed is
indeed important when it comes to capturing reader engagement. Fox might be first to a story
on a regular basis, but sometimes its reporters get things wrong and have to apologize
(Morrison 1). This method was proven correct in the McDonalds case when reporters
misconstrued the negative advertisements the company received leaving the company to fight
with reporters over their publications that discussed a message that did not support the actual
numbers of the incident (Seijts 6). Even though publicizing a message first is important during
reputation crisis management, this is not true during natural disasters. Everyone impacted
already knows about the natural disaster occurring outside their living room window. In regards
to the ComEd case, it is more important for a company to gather correct information and notify
its customers with accurate facts rather than aiming to be the first person to incorrectly report
on damage / cleanup estimation. Individuals would much rather view a clear, accurate message
communicating a realistic timeline for a resolution to a situation than read incorrect information
that could still impact their lives.
Another difference can be seen through the exposure of a companys page. During a
reputation crises management situation, companies will look to tell their side of a story and

publish content that will land on the front page or newsfeed. The reason companies will do this
is because these types of articles are in the public eye and are pushed on the consumer to view
with all other postings. Andrew Lipsman discusses this point in his article, The power of Like. By
reaching out to users using Sponsored stories and branded newsfeed articles, a company can
push their content and force users to scroll past it. This is advertised through this avenue
becausesocial media brand content is primarily consumed within the newsfeed, as opposed to
the brands fan pages (Lipsman 43). Unlike methods of advertising to drown out problems
occurring during reputation crises, natural disasters will create more of a pull paradigm.
Witnessed within the case, ComEds initial 601 Twitter followers spiked to 2,842 followers after
the storm, along with 24,000 online mentions. This jump in followers showed that individuals
were actively visiting the companys page to be updated personally with company information.
When dealing with external disasters, companys have no need to promote their messages or
communicate out because the audiences they need to reach (if on social media) are actively
visiting their page.
Lastly, Businesses should not look to take detracting messages offline to handle 1x1.
When dealing with 900,000 individuals that are without power, a company is in a time crunch to
provide a benefit to as many individuals as they can. Even though a company should have an
online presence and acknowledge the comment a user may have, it would be impossible for a
company to assist all clients individually while also fixing the overall problem in an acceptable
time period. On the other hand, Companies working on internal repetitional crises can assist in
this type of manner. Because there is no urgent life threatening issue involved companies can
look to interact with these clients in a 1x1 basis to rectify experiences over a longer period of
time. One example of this can be seen through the negative feedback McDonalds received
through the expos Supersize me. Once this repetitional nightmare hit, the company was able
to offer healthier options in their restaurants and respond to singular postings communicating
negative interactions (Seijts 3).
The differences in social media etiquette between these two instances are much
different and should not be actioned in the same manner. Even though the problems both
address negative situations a company must face, it is important that companies cater to the
situation at hand and adjust their models based upon the wants and needs of the consumer.
2. What expectations did ComEd's customers have regarding the company's customer
service during this natural disaster?
Contrasting from the approach most companies would take through everyday social
media interaction, businesses must address urgent external crises with their social media
audiences using different tactics than the regular business communications to meet customer
expectations. Customers that converse with businesses in an ordinary setting have different
expectations than they would with companies that are in charge of fixing dire issues tied to a
tragic natural disaster. Differing from day-to-day business, the urgency in the situation described
within the ComEd case should change how the company planned on facilitating customers. In
catastrophic instances businesses must change their communication protocol to be timely with
their responses, empathize with individuals, and assist customers through informative content
shared.

One crucial trait that should be used during disasters is the practice of being responsive.
Even though common practices communicate the importance in timely customer service
responses, this trait is amplified for pressing matters like the derecho. In class, Dr. Wood
mentioned that it is important for companies to respond within 24 hours to customer comments.
This is too slow in an instance when individuals are without power and concerned for the well
being of their friends and family. The example within the case paints a picture of individuals
without power for days. This example conveys the importance behind timely company
responses to the abundance of questions and concerns customers are voicing in a time of need.
ComEd did a wonderful job of this during the derecho and exemplified their success in the case
through their prompt responses to their concerned customers. This prompt response within the
hour is much more important than a common response that would be sent for an everyday
issue. When describing the company headquarters as a war room staffedwith ten full-time
equivalent employees working around the clock to manage customer communications the
company showed that they were attempting to field all customer inquiries as diligently as
possible. (Diermeier 8). Even with a small army, Diermeier still communicates the challenge of
answering all the questions and concerns of the customers. Without the responsiveness of this
business, customers would be left in the dark and have no idea when they could expect things
to return to normal.
The compassion a company elicits is also crucial during extreme situations. Unlike
normal service issues a company may look to assist with, businesses must understand the
hardships each of their customers may be going through and assist in whatever way they can
when facing a large disaster. When a derecho impacts 900,000 individuals, it is obvious that
there will be a large amount of complaints and situations that must be addressed as quickly as
possible. When dealing with such a large task, it can take a company a large amount of time to
rectify an issue. During this time it is important for the company to listen to their consumers and
provide heartfelt responses showing that they understand the importance of the hardship a
customer is facing while also disclosing the actions that are being taken to rectify the situation.
This trait goes above and beyond the humanistic traits Kwon advises companies to add into
their posts in his article, Follow Me!, but shows that customers look for sincere human
interaction. The efforts ComEd took to respond to each individual and confirm they were there to
support the customer was evident, however some customers still felt there could have been a
stronger personal touch. This was seen when ComEd replied to a customer telling them to
stay cool due to the multi-day restoration time. It is understood that there would be an influx of
requests, however when responding to individuals in need it is important for companies to
remember what position users are in and show empathy when responding to customer
messages. The urgency /seriousness involved with keeping senior citizens cool is much
different from a request companies would receive on an ordinary day where their response
would have been acceptable. When McDonalds was looking to rectify their error with the
#McDStories they were able to respond quickly to the detractors and get readjust their
promotion(Nelson 1). ComEds instance would require more than a prompt response, but would
also require a strong, heartfelt message showing concern for their customers.

Another action companies handling external disasters must do to assist their customers
in the best possible way is to provide them with recommendations that can satisfy the situation
until they are able to provide lasting solutions. Unlike companies like Dell or McDonalds who
would be able to take negative feedback offline and rectify the situation through customer
service internally, it was crucial that ComEd look to provide users with resolutions internal or
external that would resolve the problem in the meantime. If a company handling business as
usual were to pass suggestions to the consumer without providing a bulk of the assistance
customers would go on a spree of negative comments. If Dell were to blame its suppliers when
the received a bad batch of monitors customers would still blame the computer company for the
issues they were encountering. External disasters are different from the internal/ repetitional
disasters as a company dealing with external (natural disaster) problems can only do so much
to rectify a poor situation. The information provided to consumers is meant to be used
additionally to supplement the work a company is already applying to resolve an issue. One
example of this could be by suggesting cooling stations for the senior citizens provided by the
municipalities affected. Providing recommendations for users to try while working on the
problem, the company was proactive without expending resources on one-on-one situations.
This strategy was important when dealing with thousands of individuals who were all having
similar issues; lack of power.
The largest difference between internal reputation building and external urgencies (like
cataclysmic derechos) is the amount of company produced messages customers are willing to
entertain. By taking an informative role throughout a disaster / cleanup, companies like ComEd
could consistently update their followers with necessary information as to when an issue would
be fixed in their area. In the case study, this example can be seen when ComEd posted frequent
updates on the individuals that had been impacted by the storm. Impacting more than 900,000
customers, Twitter assisted the company in reaching a mass audience to provide concerned
followers with damage details, progress in servicing the issue, and accurate approximations of
when power would be restored (Diermeier 7-9). Unlike issues tied to a companys reputation,
natural disasters influence impacted social media users to flock to sources for information that
they may not follow if there wasn't an issue. When these large masses of individuals converge
on a companys Twitter page / other social sites, they are looking for the most up to date
information on the issue and further, need accurate updates on a frequent basis. This differs
from the best practices that Courtney Seiter voices in her article, the science of Pinterest
scheduling, when she advises social media publishers that Varying your timing exposes you to
different segments of the Pinterest population and can lead to more exposure, repins and
followers (Seiter 1). In stable situations, it is obvious that users will not be looking for consistent
posts that may spam social newsfeeds, however if a large base of people are focused on the
disaster at hand, it is important to keep these individuals up to date with critical information.
By following these actions a company is going above and beyond the normal functions a
social media account should be used for. When leveraged for a short period of time to
communicate to customers during an urgent time of need companies like ComEd can
accommodate individuals while resolving the issues at hand. This type of method should not be
used in everyday instances as customers would not want to receive all of the information that

should be provided in emergencies, however these actions are what customers expect in an
urgent situation.

3. ComEd had a social media strategy with clear goals in place well in advance of the
disaster. Did they follow the strategy and achieve their goals? Explain.
ComEds 6 part strategy to monitor, respond, analyze, market, share, and collaborate
was very successful when applied during the grisly storm. By initially reaching out and stating
that individuals should call and communicate their power outage, ComEd was able to interact
with their customers very early on and notify their audience instantly of the damage caused. By
communicating with individuals over Twitter, ComEd was also able to gauge what customers
were saying and see what needed to be resolved in certain places. In addition to actively
monitoring what individuals had to say, ComEd looked to answer all questions and concerns as
quickly as possible to show reliability. Reaching out within the hour in most instances, the
company was able to answer all questions and concerns while crews were out trying to resolve
the power outages. This small presence online allowed users to see that the company was
trying to accommodate customers needs while also taking on a daunting task. This avenue for
communication was the only way for some individuals to tap into what progress the company
had made and understand how long they would have to wait for power. Like Dell, the company
needed to make sure they were actively listening to their customers and could not just stick their
heads in the sand. Like Dell, interacting with these customers could turn negative quickly die to
the situation, but because they were professional and responsive, ComEd was able to serve the
needs of their customers appropriately (Deshpande 4). The company also did a wonderful job of
tracking and analyzing their interactions with the customers. When they realized that customers
were having difficulty reporting through the website or by phone, the company moved to
assisting through social media as well. With the approval of senior management the social
media team notified customers that outages reported via Facebook and Twitter would be passed
on to the VRU (Diermeier 9). This example showed that the company was analyzing the
communications customers were voicing while also streamlining the notification process for the
company. Looking to streamline necessary processes, this simple act showed that the company
identified a bottleneck in their communication strategy and were actively looking for solutions to
make the process easier for their customers. After assisting these individuals ComEd was also
able to leverage Twitter using the #ComEdRestored hashtag. By using this hashtag the
company was able to gauge what customers regained electricity and indicate what time the
issue had been resolved. Similar to Jake Bartons discussion within The Museum of You, the
company can directly connect customers who have been without power together and share
solutions/experiences together (Barton 1). Not only did this hashtag evoke participation from its
consumers, but also crowdsourced a portion of the management that needed to confirm that
power had been turned back on. This notification method allowed the company to focus on

people who needed power rather than attempt to contact individuals to see if power was back
on. Unlike McDonalds during its unsuccessful #McDstories campaign, ComEd used a specific
hashtag that related only to their success when assisting customers. This made it easier for the
company to foster support for the work that had been completed while engaging customers to
share their positive feedback with other customers sharing the same problem. Even though the
company voiced ways in which they will look to improve their social media strategies for any
other natural disasters, the company voiced its action plan and was able to support its
customers utilizing the tools they had while also adapting to the feedback they received. Overall,
ComEd was successful in communicating with their customers while resolving this challenging
task.
4. How well did ComEd build trust with their customers?
Overall, ComEd did a wonderful job of building trust with their customers. By staying
completely transparent and accurate in their prompt status updates, the company was able to
triple their Facebook following and quintuple their Twitter following. Even though the company
was responsible for restoring power to the 900,000 people who were left in the dark, the act of
god that caused the storm was not their fault. Through professional responses to their
customers, ComEd was able to answer all questions and comments while providing customers
with accurate times as to when their power would be turned back on. Chad Plass, a Chicago
based social media marketer provided the company with strong positive feedback statingtheir
#Socialmedia team handled their Twitter feed very well. They provided updated info on point,
they were responsive rather quickly, and they did a good job understanding and relating to their
customers (Diermeier 11). This glowing review Plass provided readers with captured the
transparent and understanding position the company took through initiatives like the question
and answer sessions posed with the vice presidents of the company.Like Dells experience with
question and answer panels, the company was very successful in responding to their
customers concerns and collected a significant amount of respect for holding this type of event.
At Dell, a participant had also at first maligned Dell but, after attending the panel, noted that
Dell was different from its competitors, HP, Yahoo!, and Microsoft dont want to hear from their
customers. (Deshpande 7). By holding these panels, it can be interpreted that ComEd
customers had similar experiences and could relate to the humanistic side of the individuals
behind ComEd. Even though people were upset, it was obvious that the company was applying
its best efforts to resolve the issue as quickly as possible. It can be understood that some
individuals would leave scathing comments on the companys page due to the situation they are
in, however the company kept responses professional and responded to all customers fairly
quickly. Overall, it was very impressive to see the company was mentioned 24,000 times online
with only 1/4 of the responses being somewhat negative (Diermeier 10). This number shows
how diligently the social media team managed the account considering that power outages
lasted for almost an entire week and also the appreciation customers had for the work ComEd
put in to resolve the issue.

5. If you were in charge, what would you have done differently (day one, day two, after the
cleanup)?
Even though ComEd did a wonderful job supporting its customers and keeping
communication channels open, I feel that the company could have done a better job of pushing
information to their clientele. After a large storm it can be expected that a company will receive a
multitude of inquiries through phone, web, and email. By setting up a few of their post-storm
ideas and altering their communication methods, ComEd would have been able to provide the
necessary information to their customers before they were asked. By creating an efficient, clear
method of communication the company could have been able to reach customers more
proactively and reduce the amount of customers who believed the company did not do enough.
One method that I would have introduced in the early stages (day 1-2) of the storm would
have been based around the estimated down time a customer could expect to wait. After
storms like this derecho, many families have no option but to sit and wait for power to come
back on to be able to continue with their lives. While sitting in the dark, these individuals will
instantly look to their closest smart device to research how long it will take for their power to be
restored. Kimberlee Morrisons article The Cost of Being Late on Social Media is correct when it
states Speed is the name of the game when it comes to social media (Morrison 1). If a
customer is reaching out before the company has made contact, they have not been proactive
enough in the customers eyes. Leveraging customer information the company could have
structured an automated call tree to reach out to all the customers that were impacted by the
storm. This call tree could direct customers to appropriate websites / automated estimation
phone lines that could provide them with the pertinent information they needed. By reaching out
first, the company would have been able to proactively provide customers with the information
they needed before the company was even asked for it! It can be understood that the company
may not have accurate estimations of restoration times instantly, but by reaching out and
communicating what was known in the first half a day would have indicated that the company
was trying to open communications with their customers. Morrison goes on to state that speed
and accuracy are crucial to establishing and maintaining credibility in the digital medium
(Morrison 1). After providing customers with the channels they could use via auto message, I
believe it would have been helpful for the specific message to direct customers to the social
media sites that could show estimation times, safety tips, and estimation restoration maps
(updated hourly) like the case had mentioned (Diermeier 10). This would provide customers with
up to date, accurate information that would not create work for their support team. By leveraging
these methods in parallel to their social media support the company could answer many
customers questions without needing to respond to an inquiry.
After completing 35-50% (day 3-5) of the work it would have been wise to add a
humanistic approach behind their companys brand. By littering their (connected) Instagram,
Twitter, and Facebook with photographs of crews helping real customers and restoring power to
their site they could put faces behind the initiative. By showing that the company is out working

around the clock 24/7 with personalized photos of real customer/employee engagement, the
company is providing users with confirmation that the company is doing everything they can to
rectify the situation. By combining this with the #ComEdRestored initiative, the company would
be able to insert some uplifting criteria along with character updates / servicing commentary.
Allowing customers to identify with the brand may help generate trait inferences that collectively
summarize consumer perceptions about brands while also elevating the brand to the status of a
contributing, relational partner (Kwon 13). The interpersonal connection customers would make
with the cleanup effort would help disenchanted customers without power understand that the
company is not unresponsive, but assisting in other areas and that they will be serviced soon.
Lastly, ComEd could have created a stronger, lasting impression after the storm (day 6+)
by simply leveraging relationships with local influencers. At the end of the case Diermeier eludes
to the disenchantment of The Northwest Municipal conference and praise of media marketers
like Chad Plass. When dealing with these clientele it is important to service them in a first class
way, but equally as important to use them to publish about their experience. Aimee Millwood
discusses the importance of influence in her article Why The Customers Who Dont Convert are
Immensely important. Aimee makes a strong point stating that Impressions, reach, and shares
matter just as much as the final purchase (Millwood 1). The media these large influencers
within the town communicate could lead to business for the business after the storm due to their
exceptional service. If the company does not treat these customers with the first class service
they should, they can equally expect scathing articles to be publicized as to why customers
should not entertain their business.
By following the steps listed above, ComEd would have been able to implement
information push concepts, quality customer connections, and lasting influential press stories
that would have provided a better customer experience without greatly increasing their service
expenses.

6. What criteria would you use to evaluate a Facebook page?

Similar to the Twitter best practices discussed in our second case, McDonalds, a
company should look to follow certain guidelines to create a professional, respectful online
presence. Differing from Twitters 140 character limitation, Facebook is a large social media site
that allows users to share pictures,videos, articles, public communications, and instant chat
messaging. This social media site has attracted millions of users, providing businesses with a
large opportunity to converse with consumers in a public forum while attracting attention to their
brands. Like Twitter and Linkedin, businesses should be diligent in clearly describing the
purpose of their business/social media page, engage consumers by creating attractive content,
and communicate company news/ milestones that customers would be excited to hear about.
One criteria that should be addressed when creating a professional / acceptable profile
is clarity. Leveraging the cover photo, profile picture, and about section, a company is able to
truly identify their intent when engaging users on the social media site. Within the about section
a company / individual should write 1-2 sentences that explain the purpose for being on

Facebook as well as a link to a well maintained company site with additional information. Taylor
Loren goes into great detail about this concept within her user video, 5 Best practices for new
Facebook pages. When providing viewers with an example of Starbucks Facebook page, Loren
points out the importance of these creative options that help promote a business. The example
highlights the about section as well as the eye catching cover photo of Coffee Beans and
branded Starbucks cup. This customized image captures the element of Starbucks business
practices while also drawing in users through their vivid content (Loren 1). Like a business card,
these items are the first pieces of content a user will be exposed to when clicking on a
companys page and will provide a viewer with an initial understanding of a companys content
and values. By leveraging this portion of a page a business will be able to instantly capture a
viewers attention and keep them on the page longer by using customized images and sharing
engaging content.
Another important tool that Facebook provides its user with is the ability to Pin/highlight
important posts that a user would like to share. This method would have been very important for
ComEd to use during the derecho. This tool would allow a company to post something and pin
it to the top of the page so that users will see this posting immediately after viewing the cover
photo/profile photo at the top of the page. In instances when a company must urgently
communicate news or top stories to their friends/ followers, the pin capability is much more
effective than simply posting something. By pinning items to the top of the page, a company can
make sure that users are seeing the most important content at a certain time. One way this
could be applied to the case is through ComEds proposal to share an interactive map showing
approximate restoration times to their customers. By pinning a post with a link to the interactive
map, a company can make sure that customers will always be able to locate this post without
digging through new content. Equally as important, companies can use the highlight function to
divulge the most information through a more blatant post than something that is not as
important. By highlighting more important postings that will cover the entire length of the page,
users will be able to pick out the most important articles and content a company is trying to
communicate and drive a users eye toward these posts. This could be very useful when trying
to engage users on a page.
The last practice a company should try to incorporate into their page is the
communication of milestones. When a company has reached a certain notable position, they
should share this information with their users. Whether the milestone be a new release of a
product, or the 1,000th friend on a page, the publication of milestones will share the successes
of a company with their users (Loren 1). This could have been directly tied in with ComEds
practices during the derecho as well. When interacting with users on twitter and promoting the
hashtag #ComEd restored, the company could have easily paralleled the initiative on Facebook
and created a posting recognizing the accomplishments of its workers as they reached success
points in the restoration. These shootouts could have encouraged employees, while also
providing users with articles showing the actions the company has taken to resolve the issue.
By implementing these practices on a company Facebook page, a business will be able
to properly identify their mission and intent for being on a site while also driving home the crucial

topics they are trying to discuss with their customers. In turn, this will allow a company to foster
relationships with their customer base and expand their company brand through knowledgeable
discussions with engaged consumers.

7. Use this criteria to evaluate ComEd's Facebook page

ComEd has done a relatively poor job when communicating with its users on their
Facebook page. As a company praised for their social media etiquette during the storm I would
have expected the companys Facebook page to have gone above and beyond the minimum
users capabilities to provide viewers with a clear message as well as intriguing content to
engage their audience. After visiting ComEds Facebook page I feel that the business could
improve the clarity of their business/brand, promote a higher caliber of engaging content, and
also highlighted stronger interactions with consumers.
One way ComEd disappointed me as a viewer on their page is through the
representation of their brand. As soon as I accessed their page I clicked on the cover photos to
view the content that they shared that is supposed to represent their brand. The most recent
photo posted is a collage of company photos that only partially cover their businesss purpose.
There are pictures within the collage showing workers maintaining power lines, however there
are also pictures of individuals doing a polar plunge. Though this image gives the company a
humanistic touch as described in Eun Sook Kwons article, Follow Me!, I feel it is inappropriate
for a cover photo. The current cover photo is too busy and takes away from the true image of the
company. Out of the 22 cover photos ComEd has used, I only feel that one image describes the
company properly (image 17 of 22). Expounding on the poor presentation of the company
functions, the 6 profile pictures ComEd has posted all are of poor quality with very little
creativity. The fourth image shared is of a single individual, who I am assuming is the CEO is
completely pixelated and of poor quality. These lackluster images do not compliment the about
section that the company has displayed. Even though the about section does a fair job
describing the business as well as providing users with a direct link to their company site, it does
not flow well with the media they have added to their walls. Overall, the company should look to
enhance the quality and depth of the images they are using to entice users to view their page in
further detail.
Another criteria that ComEd has undershot expectations is through the customer
engagement aspect of the page. The electricity company has taken small portions of Taylor
Lorens advice and posted several apps on their page for users to view, however this is the
extent of their positive engagement initiatives. The apps are engaging, colorful, and have links
tied to related press releases as well as promotional giveaways that would excite viewers.
Outside of these apps, the company has done a poor job communicating with their customers
and spreading the success of their business. One item I specifically looked for when viewing
ComEds page were their highlighted stories. Sadly, when viewing the companys page I was
unsuccessful in finding a single highlighted story with personalized, engaging hook that looked

for customer feedback. The company also highlighted articles that were not related to their line
of business or industry! One example of this can be seen when the company posted about
Chicago Bike Week. Users who are visiting ComEds page do not do so to read about bike
races, but are instead looking for electricity tips and answers to service questions.
Lastly, ComEd has dreadful job in promoting their successes and progress as a
company. After scrolling through highlights and articles posting all the way back to 2012 I was
unable to find a single milestone or achievement that the company had communicated to its
followers. Actively looking, I went to the about page and selected milestones to see that the
company has not communicated any new achievements since 2011. The deplorable social
media market initiative has created a disservice for the company by not blatantly advertising and
engaging users to view the successes and improvements the company has been able to make
over the past 4 years. Posting almost daily, the company is becoming more reactive than they
are proactive. One way a viewer can see that this is impacting the company is through their
customer interaction. None of the posts the company have posted in the month of June
garnered any positive attention. One post communicating that the company is increasing their
staffing due to storms received a snarky response from a user stating The Folks in india are
gonna make a little overtime. This eludes to the concept that ComEd has outsourced their
support. Another example can be seen within the Cover photo which holds a significant amount
of complaints from customers who are disenchanted with the service they have been receiving.
It is understood that all commentary will not be positive, however the company has taken no
action to help promote the positive aspects of their company.
Because of the points addressed above, it is evident that ComEd has a significant
amount of improvement to consider before they should be considered praised for their social
media interaction / communications.

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