ComEd appears to have thoroughly analyzed social media best practices before embarking on its own social media program. However, it decided to give responsibility for social media to its own client operations rather than its communications or marketing department. Was it a good decision: why or why not? After a powerful storm hit the Commonwealth Edison electric utility's service area in northern Illinois on July 11, 2011, more than 900,000 customers were left without power during a hot, humid summer . ComEd crews and other state aid worked for days after the storm to restore services. Meanwhile, the company's months-old social media strategy (eChannels) was put through its first major test. The goal of its social media strategy was to “understand customers – ask, listen and be responsive,” enhance and communicate the ComEd brand” and “develop a consistent communications message for customers, employees, stakeholders and regulators. They also followed a six-part approach to using social media: monitor, respond, analyze, market, share and collaborate. (Commonwealth Edison: The Use of Social Media in Disaster Response, pages 5 and 6.) The social media team, part of ComEd's customer operations division, worked around the clock to respond to customer posts on Facebook and Twitter. Engaging directly through social media was a good way to display and strengthen their relationships with customers and the general public, which was in line with the company's goal: "Keep the lights on and the information continues to circulate. (Page 2.) The team also did a good job handling customer inquiries, responding to each individual tweet, and continuing to work for two weeks to ensure all questions were answered, leading. ..... middle of paper..... .h out even though the team received many condescending and angry tweets. Overall, I would give them B+. Even though they did everything and followed procedures and protocol to help resolve the issue, it took the company five days to get the system back up and running, and only 99% of customers got power back. There is no mention of any compensation being paid to customers. The lack of transparency in communication with local authorities and the lack of preparation appear to have delayed the rapid resolution of the problem. Ineffective with their messages because they took time to announce restaurant times. It is clear that ComEd needs to implement a better communications/crisis system to ensure timely restoration of critical facilities during a crisis situation. Also have contractor crews on standby to respond to any system issues caused by these storms..