In her BlogWell Atlanta case study presentation, "Protecting Your Brand Through Social Media," UPS' Manger of Corporate Public Relations, Debbie Curtis-Magley explained how her team used social media tools to defend their brand online and share their side of an issue. Debbie's presentation covers her top 5 tips for social media defense, how her team determined which conversations to participate in and which ones to ignore, and how she kept executives informed on the issue.

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2. “Brown Bailout Barrage:
Brown Bailout”
Protecting Your Brand Through
Social Media
1

3. 2

4. Campaign Against Rival Could Haunt FedEx
“The word bailout has gone from
descriptive t d
d i ti to derogatory.”
t ”
“The real issue here is not government-
supplied cash for U.P.S., but the labor
laws under which U.P.S. and FedEx are
classified.”
3

5. 4

6. @jacquesmunkey UPS has not asked
Congress for a bailout. Ever.
http://bit.ly/gTFxw
http://bit ly/gTFxw
5

7. 6

8. FedEx/RLA: Commentary volume peaked in July
Campaign Launch:
p g George Will Op-ed:
Businessweek, Washington Post
Brown Bailout, and Blog
Twitter
1200
ACU “Pay-to-Play” story:
1000 Politico Blog, AJC Blog,
and Huffington Post
800
600 UPS Employee Letter
Writing Allegations:
Washington Post and
400
Huffington P
H ffi Post
200
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Total Volume (Posts and Comments)
7

9. Correcting the story
8

10. Addressing employee allegations
9

11. Responding to Political commentary
John:
I've followed your blog on the Politico story over the past week. What troubles
me are the allegations you've made that UPS "greased hands" to gain support
and signatures on the letter sent to FedEx CEO Fred Smith concerning the
Brown Bailout campaign. UPS did not pay or contract with any of the letter's
signers. You ll
signers You'll find our statement refuting these allegations at our web site
site.
http://pressroom.ups.com/Recently+Added/UPS+Responds+to+FedEx.
The letter sent to Mr. Smith deals with FedEx's misleading language in its
campaign, particularly the use of the word "bailout," to confuse the public. UPS
has not asked for a federal subsidy or so called "bailout."
The RLA amendment addresses the issue of fairness in competition. Out of the
hundreds of (union and non-union) companies in the delivery industry, FedEx
Express is the only one covered by a different labor law. FedEx and UPS have
airlines, offer similar services and our employees perform the same job. Both
companies are a critical link for businesses and commerce. It’s FedEx that is
being treated differently under the current rules.
Interestingly, FedEx already has more than 100,000 employees currently
covered under the same labor law as UPS ... and these employees are not
unionized. Even if the law is changed, FedEx employs still will get to choose
whether they want to have a union.
If you d like to learn more, please visit the UPS Pressroom RLA Facts page at
you’d
http://bit.ly/kv2UX.
Debbie Curtis-Magley
UPS Public Relations
10

12. What we didn’t respond to
11

13. 5 Tips for Social Media Defense
1.) Start monitoring now
2.) Build a credible online voice
3.) Train and empower your staff
4.) Know when to respond and when not to
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5.)
5 ) Issues can offer advantages
12

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