I attended Edelman’s Digital 101 symposium this weekend at JMU. It focused on how social media can be used in Public Relations. We also worked on “mini campaigns” in small groups during the two sessions. My group’s client was Burt’s Bees. While we were researching the company, I could not help but notice the parallels [...]
Archive for the ‘Case Studies’ Category
Using Twitter for Transparent Crisis Communication
Posted in Case Studies, tagged crisis communication, Ford Motor Company, The Ranger Station, transparency, twitter on March 28, 2009 | 4 Comments »
Moving on from last week’s discussion of mishandled transparency, I want to talk about how companies can utilize new social media and transparency during times of crisis. A slideshow by Livingston Communications, “Crisis Communication on the Social Web,” emphasizes that it is critical to not forget the human element of crisis communication. It is not [...]
The Fine Line
Posted in Case Studies on March 21, 2009 | 1 Comment »
The Whole Foods scandal I talked about in the last post was about blatant dishonesty in new social media. Now I want to post about finding the line between astroturfing and ethical behavior when talking about corporate social media. The blog post from The Buzz Bin, that I referenced in the last post, “Astroturfing on [...]
When It’s Not So Transparent
Posted in Case Studies on March 20, 2009 | 4 Comments »
I have posted a lot about organizations that have effectively used Web 2.0 to convey transparency and authenticity. Now I want to look at the other side of the coin: when companies have used new social media to impede transparency. To begin this discussion I will talk about astroturfing. According to The Buzz Bin, astroturfing [...]
How to Run a Hospital
Posted in Case Studies, tagged Blogging, Paul Levy, transparency on February 26, 2009 | 3 Comments »
Paul Levy is CEO of Beth Israel Deaconess Hospital in Massachusetts. What sets him apart from other CEOs blogging today is that he has thoroughly embraced the ideas of transparency and authenticity. He writes a blog called, Running a Hospital and does so with great skill. Shel Holtz’s article, “A Clear Case For Transparency,” describes [...]
Lessons from The Office and Microsoft
Posted in Case Studies, tagged authenticity, Channel 9, Microsoft, The Office, transparency on February 25, 2009 | 5 Comments »
To begin our discussion of transparency and authenticity I will look at two case studies from the online magazine Wired. The first is a fictional example that gives us a good look at what transparency is. In Wired’s “What We Can Learn from The Office”, transparency is described to the extreme. The premise behind The Office [...]
