JCPenney attracted the media and public’s interest for its many business changes that occurred from 2011 to 2013. After suffering financial losses and a decline in customer loyalty, the company leadership apologized and sought to restore the brand. One of the efforts in regaining trust from customers was the use social media to demonstrate that the company listens and responds to concerns and complaints. This case study was written as a final project for the DePaul University graduate course Social Media Brand Personality. It analyzes the main channels of communication used and the type of content published while referencing the changes that occurred following JCPenney’s mea culpa.