FedEx Responds to Viral ‘Tossing’ Video

Plus, the four things you need to know to minimize a social media drama.

FedEx is fast.

The international shipping company is known for handling complex logistics and moving packages around the world in the middle of the night. Last week, the Memphis-based company responded to a viral video showing one of its employees tossing packages into the back of a truck.

Here’s the viral video.

Here’s the video response from FedEx.

This latest video follows a 2012 video showing a FedEx employee throwing a computer monitor over a customer’s fence. Read our previous blog post describing how FedEx responded.

In both package tossing video incidents, we can learn four important communication takeaways.

  1. The world is always watching. Remind your employees that they are never far from a smart phone’s camera and video recorder.
  2. Monitor and be ready to respond. Use a variety of social media and Web monitoring tools to know what is being posted, tweeted and shared about your brands and companies.  This doesn’t mean you need (or can) respond to every compliment or criticism. Sometimes silence can be just as powerful.
  3. Be nimble and take action. Don’t let a lengthy review process get in the way of communicating. Seize the opportunity to act quickly, creatively and concisely.
  4. Take steps today to plan for tomorrow’s online crisis. Build a proactive plan or even just a checklist now to determine how your organization or brand will respond should the need arise. 
  5. Empowering your social media team or staff to act quickly can help to quell escalating backlash from the public and the media. Maybe that’s why FedEx is so fast.  

If he wasn’t running a PR and marketing firm in Richmond, Va., Jonathan Rhudy might just be driving a big brown UPS truck and sprinting to customers’ doorsteps with their packages. Talk about a great workout.