Takata Airbags- A case overview in corporate social media apologies

Author
Danica Schieber, Sam Houston State University
Topic
Strategy & General Management
Ethics & Social Justice
Length
4 pages
Keywords
critical thinking
decision making
crisis management
critical analysis
critical incident
Analysis
#corporate social responsibility
social media
Copyright Holder
Society for Case Research
Student Price
$4.00
Target Audience
Faculty/Researchers
Graduate Students
Undergraduate Students
Executive Education
Other Audience

Takata airbags was one of the world’s leading airbag manufacturers, until airbags began to explode on impact. Due to malfunctioning airbag inflators, some Takata airbags would send shrapnel throughout the car on impact. After hundreds of people were injured and at least 16 people were killed by shrapnel from the Takata airbag disaster, many angry people took to social media to voice their concerns. After this tragedy, what written public apology would you recommend Takata compose for a 280 character tweet?

Learning Outcomes

1. Evaluate business communication strategies for using social media to respond to complaints.

2. Apply business communication strategies to write a professional corporate apology.

3. Create an appropriate and timely social media apology for the Takata corporation.