FedEx Gets it Right in Response to Viral Video

December 21st, 2011   •   2 comments   

Forty-eight hours ago, a customer who received a broken monitor uploaded a video to YouTube showing why his item arrived in less than perfect condition: the careless FedEx employee. The video has since made it way around the web, gaining over 2.7 million views.

The amazing example of customer service is the immediate response from FedEx—they did what they were supposed to do. What went social, FedEx addressed socially. The day after the upload, FedEx began tweeting: “We saw the video and quite frankly were shocked. This was careless treatment of a customer package by our courier and will be addressed…”

FedEx quickly took action, recognized the mistake made by their employee, claimed responsibility, stated their values, satisfied the customer, and updated the masses—socially. The power of social is exemplified in the fact that FedEx did not have to call a news conference, they didn’t have to send out a press release; they were able to meet face-to-face with the understandably unsatisfied customer and inform the world about what steps they have taken through tweets and a thoughtfully written blog.

What could have been a terrible PR disaster was rapidly resolved with the customer and proper steps in line with the company’s mission and values were taken to protect the FedEx brand.

Updated information here: PR Daily.


  1. Jesseca Frost says:

    Hi Amy,
    This blog post definitely solidified YouTube as a primary social media tool for PR. I look forward to reading more of your posts!
    Thank you for all of your great advice and clear dedication to educating aspiring PR pros like myself!

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