In response to a blistering NYT story, big energy company proves nimble on social media

Instead of relying on a press release, Chesapeake Energy went to Twitter and Facebook to deflect criticism.

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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.

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