A blogger in their midst

1. A BLOGGER IN THEIR MIDST
Section 1 ; Group 2
FT 12113 Anuja Dash
FT 12102 Abhay Bohra
FT 12189 Pramod Ravishankar
FT 12127 Harendra Singh
FT 12168 Tushar Arora
FT 12104 Abhilash Mohapatra

2. OBJECTIVES
 What action should be possible for Will Somerset?
 What should Lancaster Webb do to avoid similar
situations?

3. CASE
 Lancaster-Webb's surgical gloves are losing the shelf space
 An employee is doing online endorsements on her blog as “Glove Girl”
 In her enthusiasm, she has used her knowledge, leaked confidential
information and breeched the privacy of contract.
 She has caused others to mistakenly believe that she represents the
company Lancaster-Webb by identifying herself as it’s employee
 She keeps posting personal tit-bits also which made people to recognize
her personally. This keep bringing the readers back to her blog.
 Lancaster-Webb took long time to discover that this blog is affecting their
sales, marketing and image.

4. WHAT ACTION SHOULD BE POSSIBLE FOR
WILL SOMERSET?
 He cannot fire “Glove girl” as she clearly doesn’t have any
intentions of harming the company and creating a bad name
for them. She just writes what she feels about the company
and its product.
 Will can use the skills that Glove-Girl possesses and her
abilities into the companies own good.
 Will can sit down with her and discuss and let her know his
side of view and then the two of them can come to a positive
solution for the companies own good.
 Glove-Girl makes an excellent marketing person and has
abilities in the advertising sector as well.
 She had made the name of the company bigger and stronger.
Glove-Girl in a way was promoting the company.
 Her thoughts and ideas and style of writing are what made
people attracted to the blog and drag the attention of
everyone. Glove-girl was probably making a better job than
the people that should be focusing on advertising and
promotion that worked for the company

5. WHAT SHOULD LANCASTER WEBB DO TO
AVOID SIMILAR SITUATIONS?
 He should use the Glove Girl example to develop a
policy around personal websites or weblogs that
mention the company or associate an employee's work
on their own site with the business of their employer.
 Create mechanisms for employees to engage fully in the
mission of the company. Some people are just dying to
make bigger contributions.
 A group blog, where each of them can post, read, and
comment as it serves us and the group, nurtures
relationships. Group blogging may be the safety net and
keeps check.
 Bring the marketing department together with the
company bloggers.

6. THANK YOU