Aflac Insurance has a new voice of the duck. After firing Gilbert Gottfried for inappropriate tweets about the Japanese earthquake and tsunami, Aflac recruited a new voice. During the situation with Gottfried, Aflac made good use of the duck's Facebook page: apology, recruitment, and annoucement. The company made a splash with a new commercial. Watch below for the Dancing Duck with "new voice revealed."
- How do you assess the company's Facebook communication during Gottfried's termination and the new voice? What are the strengths of this approach, and what, if any, are the weaknesses?
- In small groups, discuss Aflac's handling of the incident with Gilbert Gottfried and the recovery through Facebook. In what ways was FB an appropriate medium for the company's message?
- Consider the differences between the duck's FB page and Aflac's corporate FB page. Which is more effective and why?