service recovery w/twitter

With a cross-disciplinary background, it’s been easy to find uses for social media beyond innovative marketing.  That certainly was the case with KFC’s use of the twitter micro-blogging platform.

Courtesy of MokeyWorks Illustration - Click To VisitSubsequent to my summer internship, KFC asked if I could stay on for an independent project to develop a methodology and business case for the use of twitter.  Using best practice case studies and service recovery strategies from the world of hospitality, I was able to deliver a set of recommendations on how KFC could better utilize the medium to connect with it’s consumers.

The recommendations came just in time for the launch of Kentucky Grilled Chicken.  Twitter was cited as a critical factor in helping KFC manage the overwhelmingly response to their free giveaway:

“KFC became a top trending topic for days. KFC was already active on Twitter with its @kfc_colonel account and got right into the fray. The tweets evolved from enthusiastic, to addressing specific negative customer feedback, to directing folks to a full-blown apology from the company president when KFC couldn’t deliver on the offer. “  ~ imediaconnection.com (citation)

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