Shades of grey or should I just get over it?

7 comments Social Media/Technology

Mar 12

Ok so just one last thing after the Digital Citizens Event earlier this week.

I posted the question below:

and here are some of the responses:

Part of me wonders if these responses were just a knee-jerk reaction to someone questioning personal freedom on social media (hey guys you are preaching to the converted here! I’m all for social). I was asking the question because I think it poses some serious issues about what you would from both a HR and employer branding perspective.

The person that immediately comes to mind is Scott Monty.

For those who don’t know, he’s the head of Social Media for Ford Motor Company.

He has a blog and twitter account in his own name.

On his blog the following statement appears:

This is my personal blog, where I share my perspectives on social media – the convergence of marketing, advertising and PR on the Web – for marketers, agencies, the enterprise and the individual. This blog contains my personal views.

If you have a quick look at both those sites, it’s very much about Ford isn’t it.

I don’t know if anyone is a V8 fan, but there is a big rivalry between the two manufacturer’s Ford and Holden. My brother has been a mad V8 fan I’m pretty sure since he was born and I’ve watched Bathurst more times than I care to remember.

My point is about the fans. They buy t-shirts, hat, flags, quilt covers, watches- everything. They usually have a favourite driver too. So what happens when your poster boy switches lanes?

Well Craig Lowdnes is no stranger to this going from Holden, to Ford and then back to Holden again (for V8′s).

Me with Craig and Jamie

Yes drivers change team, people change jobs- but it doesn’t go unnoticed.

This article starts with “It is the sight Ford fans did not want to see – the V8 Supercar champion’s team now racing a Holden Commodore”.

So how do you as a business “get over it” when your high-profile star player changes teams? From an IP point of view, would you allow Scott Monty to keep his blog and twitter account? I think these are grey areas so I’m keen to hear your thoughts.

  • maldamkar

    Well, if you employ a personality you can't then contain them. Its a double edged sword. If they had the @ford account on twitter then yes they can't take it with them, but if they came with their personal accounts, they can leave with them.

    Unless of course, they had some sort of social media pre-nup perhaps?

  • http://scottmonty.com scottmonty

    Here's a key point: when I was hired by Ford in July 2008, I brought 3,500 Twitter followers with me and about the same number of blog readers – people that were already connected. So, is it really Ford's to claim? No. Which is why we have a number of corporate Twitter accounts, including @Ford, @FordCustService, @FordDriveGreen, @FordMustang, @FordLatino, @FordNews, @FordFiesta, etc.

    And is it that much different than the sales executive who leaves a company with a Rolodex full of contacts? Does anyone regularly object to that kind of behavior?

  • http://twitter.com/koshaughnessy Kelly O'Shaughnessy

    I like that idea – social media pre-nup. If only companies were savvy enough in this area to think like this upfront and protect themselves.

    Scott, companies do regularly object to that kind of behaviour, and that's why non-compete and hands-off clauses are in most employment contracts for sales execs. Mixed results on the enforcement side, but still – the awareness is there from the organisations that their business is walking out the door with their former employee.

    I think this is the same scenario, with less awareness. Give it time ;)

  • http://renegadehr.net/ Chris Ferdinandi – Renegade HR

    @J-Beezy – I have three thoughts on this:

    1. It's just part of the game. There's a lot to be gained from the social media presence of your rockstars, but also some potential downsides. I think the pros outweight the cons.

    2. I wouldn't say tailor your culture around one person, but you should make sure you have a culture that makes rockstars like that want to stay with you in the first place.

    3. People eventually leave. It's good for everyone involved. It lets new ideas come into an organization. It also lets people get some new experience themselves, and possible come back to you with a fresh perspective.

    Cheers!

    Chris

  • http://renegadehr.net/ Chris Ferdinandi – Renegade HR

    @Kelly – A Social Media Prenup, to me, is the antithesis of good use of social media – it signifies control and micromanagement. I just can't get behind that!

  • http://www.hrclubsydney.com/ Jess Booth

    Thanks for your comments Scott. I wonder if things would be different if you hadn't have bought all those followers- what if you created that profile as the face of Ford and then went to a competitor?

    Also, in assuming that the company doesn't object to you taking your profile elsewhere (i.e don't claim any of the IP)- what would you do next? Would you start to rebuild the profile again in the same way or would you do it differently?

  • http://www.hrclubsydney.com/ Jess Booth

    Yeah good points Chris. I just think it's something that companies need to think about and have some sort of a plan when their rockstar decides to leave.

    Not everyone leaves on good terms so it pays to have a good plan in place if things go sour :)