Chesapeake Energy passed on sending a press release and instead turned to social media for a swift and effective crisis-response plan.
The natural gas company’s PR team used Twitter and Facebook to respond to The Gray Lady, buying promoted tweets on search terms such as the hashtag #naturalgas and the Times’ primary account @nytimes. Searches for those terms led to a link on Chesapeake’s Facebook page offering a rebuttal by CEO Aubrey McClendon.
Again, Facebook enabled Chesapeake to control the conversation, rather than simply sending online readers to a static Web page.
In the meantime, Chesapeake’s PR team performed searches on Twitter and actively replied to those retweeting the Times‘ editorial or any of the hashtags they promoted.