A Blogger in the Midst
Teaching Note
Purpose This teaching note is designed to accompany the Halley Suitt’s case study “A Blogger in the Midst” published in the Harvard Business Review. This case was designed to discuss how executives should respond to social media. Specifically, this case follows Will Somerset, the CEO of Lancaster-Webb Medical Supply, a manufacturer of disposable gloves and other medical products, as he finds out that one his employees is a widely known blogger known as GloveGirl. Teaching Objectives 1) Students will understand the reality of social media and its effect on current business practices. Students will be able to identify possible directions a CEO can take when confronted with employee use of social media that influences the organization. Students will analyze how uncontrolled external communication can positively and negatively impact an organization. Students will explore the importance of monitoring social media related to one’s organization.
2)
3)
4)
Summary Will Somerset, the CEO of Lancaster-Webb Medical Supply, a manufacturer of disposable gloves and other medical products, is about to launch a new line of medical gloves. As he prepares to deliver his big unveiling no one is showing up to his presentation. He quickly finds out that he is being upstaged by GloveGirl, an internet sensation blogger in the medical glove community. Furthermore, GloveGirl is actually one of his employees. The case follows Will as he attempts to wrap his head around blogging and how GloveGirl has actually increased his organization’s sales. However, GloveGirl doesn’t
Jason S. Wrench, Assistant Professor, SUNY New Paltz, wrenchj@newpaltz.edu.
A Blotter in the Midst – Teaching Note
6/08/10
always get information correct on her blog. Admittedly, GloveGirl has no problem updating and correcting information, but how does one manage or handle someone within an organization that has gone rogue? Will is ultimately left trying to...