Energy | Social Listening as Strategic Crisis Management for Valero

Challenge

Valero, a major player in the energy sector, was facing a mounting challenge in the digital age: how to address public concerns and negative narratives stemming from their role as a fuel supplier. Complicating matters, Valero does not own the individual gas stations that bear its name, but the criticism was indiscriminate and left franchisees vulnerable to backlash from complaints directed at the corporation. Adding to this complexity was a conversation that went viral on social media, accusing Valero of indirectly contributing to controversial geopolitical issues. They needed to understand the scope and impact of these narratives, protect their brand reputation, and safeguard their franchisees—all while preparing for future crises.

Approach

Sugar Bowl was brought on, and a strategic crisis management plan rooted in social listening and data analysis was quickly developed. We monitored online conversations across social platforms to understand the narratives involving Valero. By analyzing who was talking, what was being said, and how far the conversations spread, we identified that much of the uproar originated from a small, insular community amplifying its messaging. While the issue appeared loud online, it was not as pervasive or damaging as it seemed.

Beyond monitoring, we provided insights that shaped Valero’s response, ensuring they addressed meaningful concerns while avoiding unnecessary amplification of isolated criticism. Additionally, we tracked potential ripple effects, such as stock price fluctuations, to assess any financial repercussions.

Our collaboration didn’t stop with listening. Recognizing Valero’s need for a long-term strategy, we worked with them to develop in-house social media capabilities while designing targeted paid campaigns to address misinformation and promote positive narratives. By streamlining their organic content strategy and offering expertise on targeted outreach, we empowered their team to act swiftly and strategically when challenges arise.