Case Study II-6 Rock Island Chocolate Company
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Teaching Note on Case Study II-6
Rock Island Chocolate Company, Inc.:
Building a Social Networking Strategy
Objectives
Rock Island Chocolate Company, Inc., is based on a compilation of recent experiences of
medium-sized business to consumer companies and their reactions to the growth of social media
and its ability to give the public a voice in reacting to their products, policies, and practices. This
case describes both the defensive nature many companies take to consumer activity on the Web
and the opportunities for using social media technologies to further their brand, for marketing,
and to accomplish customer service objectives.
The primary objective of this case is to discuss the opportunities available to organizations by
Secondary objectives of this case include:
2. Demonstrating an example of a situation where an IT executive may be challenged with
an issue that requires, on short notice, a strategic response.
4. Recognizing that developing and supporting a company voice or personality or presence
on the Internet requires a consistent and continuing commitment of resources, often
without a clear return on investment.
Overview
The Rock Island Chocolate Company (RICC) is a successful, yet regional, specialty chocolate
manufacturing company. For the past 10 years the business has evolved from a specialty retail
store to a successful wholesaler of specialty chocolates, including its own recipes for Belgian
chocolates. While achieving annual revenues in excess of $10 million and an operating profit of
Case Study II-6 Rock Island Chocolate Company
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Questions for Discussion
1. Who does Charlie turn to for suggestions as to how to deal with this problem? What did
they suggest?
People that Charlie turns to and their positions:
Russ Nelson IT Director for Every-Kernel Popcorn. Nelson was an undergraduate
company. Russ holds an oft-quoted traditional view that the Internet should be used to
provide relatively static information about products and to offer customers the ability to
2.
employees from accessing social media sites such as Facebook and Twitter from their
computers at work. What are the arguments for and against such a policy?
Because Russ Nelson sees social media sites like Facebook and Twitter as principally for
developing and maintaining personal relationships, or even seeking new employment
Case Study II-6 Rock Island Chocolate Company
3.
poster identified by Burris?
Generally, organizations that deal with a significant volume of consumer issues recommend that
the company take the incident offline and try to address it with the complainant directly. Often
there is enough identifying information in the post to locate t
4. Based on the situation in the case,
management meeting?
Clearly the management meeting discussion needs to go beyond dealing with this specific
negative post. Charlie could:
Recommend that they do nothing the situation with the poster will blow over.
Recommend that RICC hire an outside firm and really be aggressive in defending and
What other suggestions do your class participants have?