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Social media case study: Burt’s Bees boss blogs to beat bad buzz

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in Career Management,Hiring,Human Resources,Leaders & Managers,Management Training,Office Communication,Workplace Communication

If you're still grumbling about joining Facebook, LinkedIn or Twitter, know this: Social networks are good for business.

The web is the fastest-growing way to reach large numbers of customers, and Facebook is one of the easiest applications on the web for self-branking and marketing.

Being active in online networks can help you not only build your brand, but manage it as well.

Learn how to successfully deploy social media while managing the legal risks.

Case in Point: When fans of natural cosmetics maker Burt’s Bees learned the company was selling itself to Clorox, a buzz of protest followed, as customers complained the bleach maker was not environmentally friendly.

John Replogle, CEO of Morrisville-based Burt’s Bees, responded to the stinging remarks not by smoking out the opposition or masking the problem. Instead, Replogle went blogging.

“We need to meet people where they are, and where they are is online,” Replogle said. He defended the merger on the company’s web site and welcomed customer feedback. A full-time employee now manages the Burt’s Bees blogosphere, handling inquiries and complaints and monitors market trends via the web site.

Whether you’re a Twitter devotee or new to the game … a Facebook aficionado or a beginner … this insightful webinar will help you formulate policies, train your staff, recruit top talent and more.

Approximately 10% of Fortune 500 companies post executive blogs, which were virtually unheard of five years ago. The percentage is higher among smaller, private companies, particularly in the technology sector.

Advice: Don’t go blogging without a written policy. Most blogging policies specify that employee postings are personal opinions, not corporate communications, and that employees are responsible for them. Policies also generally require employees to protect company secrets, abide by company rules and behave civilly.

With the CD from this interactive webinar, you'll learn:
  • What Social Media/Web 2.0 is
  • How managers can benefit
  • The difference between profession-based and “pure” social networks
  • Using social media in recruiting, career development and employment branding
  • Three internal legal risks of social media
  • Three external legal risks of social media
  • Analyzing how your employees use social media
  • Developing a social media policy for your workplace
  • And much more!

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