Rock Island Chocolate Company, Inc.
Building a Social Networking Strategy
History and the Company Background
The Rock Island Chocolate Company, Incorporated was founded by Seymour Burris, Jr. in the year of 1997. At the time Seymour was working at the local U.S. Army facility in Rock Island, Illinois. Originally the company ran its operations as a small-sized specialty retail store that was located in the unfilled building in the small strip center placed near downtown. In the beginning, Seymour was a part-time worker at the store while his wife, Lottie, was a full-time employee at the same store. Since the company’s early development all the way until the year of 2000, the store was ...view middle of the document...
Figure 1.1. RICC Revenue Growth Chart
Extensive and nearly perfect pace of success created an atmosphere where Burris thought further investments would just bring more success, that there was no risks associated with the expansion; however, the future events have proven otherwise. The establishment of the brand and consumer loyalty, and the business expansion in general, carry the challenge of attaining customer satisfaction on the highest level. At this point, with the constant company growth pace and increase in the customers, the only way that RICC would be able to overcome the challenge is via an outstanding customer service. Yet, this is exactly where the company has failed.
Background of a “trigger” issue
Even though, the Rock Island Company developed in a successful business on account of advancements of operating and sales sectors; there still was a major barrier to be exceeded. As a vital element of any business, customer service had to tag along with the other developments, but RICC failed in that area. The culmination of the circumstances caused by a poor customer service was reached when the President and the CEO of the Company, Seymour Burris, discovered from his children that his company has been verbally attacked via blog posted by an unsatisfied customer. Burris wanted to immediately solve this issue because he did not want any bad reputation, but he did not have a clear thought on how to approach to the problem, hence he spoke to his Director of Information Systems, Charlie Tunista, hoping that he would be more competent in finding the appropriate solution. Seymour inquired from Charlie to find out how much negative “stuff” in regard to the RICC Company is posted online, and asked him to remove it. In addition, the vital question has been raised-should the company begin taking a part in Social Networking area, and increase its internet presence overall.
Seymour Burris Jr. is the President and CEO of Rock Island Chocolate Company. He is the man responsible for building this company from the ground up. Charlie Tunista is the director of Information Systems at Rock Island Chocolate Company. He was given the task of finding a solution to the negative press and developing a strategy for social network marketing. Russ Nelson is the Information Technology Director at a specialty popcorn Company. He is an undergraduate classmate of Charlie Tunista. Russ’s opinion on the social networking dilemma at hand is to that it’s not worth investing in. He also takes the position that the disgruntled blogger will die out in a short amount of time if there is no one that supports his or her views or claims. If the blogger does get some wind behind his claims, then he thinks Charlie has a much bigger problem. Will Rush is the Vice President of Marketing at Rock Island Chocolate Company and stresses that RICC should develop a social media presence through Facebook, Twitter, etc. He firmly believes...