Tag Archives: "Examples"

Personal Branding in the Workplace

Recently, I was interviewed by The Daily Beast about a new lawsuit that threatens the use of social media in the workplace. Employees should be able to build their personal branding using social media tools and not be obligated to hand over their profiles when they depart. In this case, Noah Kravitz, an employee at Phonedog.com in a social media role was sued $340,000 ($2.50 per each of his 17,000 followers per month) by his company after departing. There was no written agreement but supposedly there was a verbal one.

The only issue I find with this case is that Noah had the name “@Phonedog_Noah,” which means that he was obviously using his account on his company’s behalf and his company’s name was helping him build a following by association. If Noah loses his account, it will hurt his career. Phonedog.com will yield no results from his account because Noah’s followers care about him and have no relationship with his company. The case has been brought to court and lets hope it’s dropped because no one will ever want to work for Phonedog.com again (especially Gen-Y!).

I’ll be writing a piece of TIME.com soon about this issue and I’ve already interviewed several corporations to get their takes.

Beware of Instant Communication

I recently interviewed the CEO of Boloco, John Pepper, for my Forbes column about his use of social media in building his corporate brand name. He ran into a situation on Twitter where one of his employees complained about the company and he joked about firing her, which caused an immediate backlash by his followers. I asked him for his opinion on instant communication and how that can severely damage a brand long-term. He answered by saying “One disadvantage to instant communication is that the ease of communicating can sometimes result in mis-communicating.” We react so quickly sometimes that we forget how we might come off. The perception that we build online by what we publish can have a negative effect on our brand.

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