Have your members formed a Facebook group to attack and criticize your rural electric cooperative?
It is one of the harder crisis communications scenarios to manage.
Should you engage? Should you ignore the group? If you engage with them will it only make matters worse?
Does your crisis communications plan have instructions for this or do you have to exercise a high degree of creativity to manage this sort of situation?
These are all questions that Mark Stubbs, CEO of Farmers Electric Cooperative faced several years ago. After an extremely cold winter that resulted in high bills, an organized group of members exploded with anger when their bills arrived. Mark will go into deep details and discuss the creative solution that helped turn things around… and how years later he is still doing his best to stay ahead of the Facebook anger and to manage the expectations of his members.