Timothy's Coffee Apologizes for Facebook Promotion

KnowNOW!

Tags

Business Communication

Syndication

Recent Posts

Archives

Business Communication with Cengage Learning

 

Offering free coffee is a great way to increase Facebook "likes" but only if you can keep up with demand. Timothy's Coffee offered free 24-pack boxes of single-serving coffee, but ran out of supply for the number of people who requested the $17 CAD gift. The company underestimated how viral the promotion would become, and it took too long to sort out how to solve the problem.

In a video, a company spokesperson explained that they "received an overwhelming amount [sic] of entries" and "because of a technical glitch, confirmations were sent beyond the quantities available." 

The company apologized on a Facebook wall post:

Timothy's Coffee
Although 136 people "liked" this post, 291 commented, and many were negative, like this one: "fans being left in the dark from January 4th to Jany 13th, without A SINGLE comment regardless of the raging posts on the wall."

Responding to the disappointed fans, the company then offered a coupon for free coffee for those who didn't receive the promotional gift.

Discussion Starters: 

  • How could Timothy's Coffee have avoided the failed social media promotion?
  • How do you assess the spokesperson's video? What is effective and ineffective about the apology?
  • In the post above, you see "[sic]" within the company's quote. What does this mean, and why is it there?
You must login to your account to comment. If you do not have an account, please register to enjoy the full benefits of the site!