How Not to be a Key Online Influencer
DH | Jan 21, 2009 | Comments 331
[UPDATE] A friend initially shared this story with me recently, and I have delayed posting it until confirmation. It’s a story about a PR account executive/vice president named James Andrews from Ketchum in Atlanta who flew to Memphis to visit FedEx, one of the agency’s biggest clients. Andrews’ mission was to — now, this is important — talk with the corporate communications people at FedEx about social media.
Upon landing in Memphis, Andrews posted this message on the popular social media, mini-blogging service, Twitter, that’s widely followed by business people worldwide:
“True confession but I’m in one of those towns where I scratch my head and say, ‘I would die if I had to live here.’”
Andrews (right) openly used his Twitter monicker – @keyinfluencer. Someone inside FedEx was following Andrews, and that person shared the post among the top executives at the FedEx front office, and the company’s corporate communications staff. At that point, a person in the FedEx corporate communications staff apparently took umbrage to the post by Andrews and responded with this personal message to Mr. “KeyInfluencer:”
Mr. Andrews, If I interpret your post correctly, these are your comments about Memphis a few hours after arriving in the global headquarters city of one of your key and lucrative clients, and the home of arguably one of the most important entrepreneurs in the history of business, FedEx founder Fred Smith. Many of my peers and I feel this is inappropriate. We do not know the total millions of dollars FedEx Corporation pays Ketchum annually for the valuable and important work your company does for us around the globe. We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position as a vice president at a major global player in your industry. A hazard of social networking is people will read what you write. Not knowing exactly what prompted your comments, I will admit the area around our airport is a bit of an eyesore, not without crime, prostitution, commercial decay, and a few potholes. But there is a major political, community, religious, and business effort underway, that includes FedEx, to transform that area. We’re hopeful that over time, our city will have a better “face” to present to visitors. James, everyone participating in today’s event, including those in the auditorium with you this morning, just received their first paycheck of 2009 containing a 5% pay cut … which we wholeheartedly support because it continued the tradition established by Mr. Smith of doing whatever it takes to protect jobs. Considering that we just entered the second year of a U.S. recession, and we are experiencing significant business loss due to the global economic downturn, many of my peers and I question the expense of paying Ketchum to produce the video open for today’s event; work that could have been achieved by internal, award-winning professionals with decades of experience in television production. Additionally Mr. Andrews, with all due respect, to continue the context of your post; true confession: many of my peers and I don’t see much relevance between your presentation this morning and the work we do in Employee Communications.
(Signed as a personal message by a member of the FedEx Corporate Communications team)
I attempted to get a comment from Andrews and Ray Kotcher, CEO of Ketchum, but no response.* The corporate communications department at FedEx, however, was immediately open and transparent in confirming the story, names and events. FedEx has issued this statement:
“This is an unfortunate situation and demonstrates very poor judgment by Mr. Andrews. The reaction by our employees proves once again that FedEx takes great pride in our hometown of Memphis. This lapse in judgment also demonstrates the need to apply fundamental communications principles in the evolving social networking environment: Think before you speak; be careful of you what you say and how you say it. Mr. Andrews made a mistake, and he has apologized. We are moving on.”
Andrews … remember … had flown to Memphis to coach FedEx on using online social media.
Makes one wonder what he knows. Big agencies, in general, are new to many of the evolving online communications tools, like social media.
Maybe the people at Ketchum should read my new, free ebook on social media, “Media Savvy in the Internet Era.” (Sorry, I couldn’t resist that plug to end such a story!)
* [Add to this post at 7:53 p.m EST: At 5:03 p.m. this evening - 2 hours after I had asked Ketchum CEO Ray Kotcher via email for comment - a fellow called from Ketchum on Kotcher's behalf. He said Ketchum had a statement; I asked him to send it by email, and I would run verbatim. The statement has not arrived, even though I asked Kotcher again via email to have it sent. From a journalist's perspective ... heck, for that matter, from anyone's perspective ... this lack of transparency and openness is troubling, in my opinion, especially for a large public relations firm. dh]
[8:46 p.m. update - Ketchum comments] Just received this statement via email from Ketchum PR, New York:
It was a lapse in judgment and we’ve apologized to our client. We greatly value this long standing client relationship. It is our privilege to work with them.
[Signed:] Marv Gellman, VP, Director Media Relations, New York Technology Practice
Filed Under: Featured • Public Relations • Social Media
[...] is really making big waves in the PR/Marketing industry. Although for some, *cough* Ketchum *cough*, we might say it’s capsizing boats! — but more from us on that in a later post. The [...]
Does anyone think this may have been engineered? Perhaps there’s no irony in him visiting them to brief them on social media?
[...] smarty pants. (His bio does a much more eloquent job with the details of that.) In his 21 Jan blog he explores the pitfalls of embracing a media you don’t quite understand, and what can [...]
I think FedEx over reacted. It was obviously from an older generation of FedEx executives that can’t handle open conversation. The appropriate response would have been an intelligent rebuttal on twitter that defended Memphis and made Andrews look like a critical grump. Instead, fedEx has to make a mountain out of something so small just to push their “I’m paying you a lot of money” weight around. Sounds like a client that isn’t worth the trouble.
Leonardo,
I agree. The whole public incident was caused, in my opinion, by the lack of reasonable controls within FedEx over employees speaking out in public in ways that audiences presume they are speaking for the company. It is simply poor/lack of communications policy, and that has escalated and fed the rumor-hungry online world.
[...] about to meet with were his followers on Twitter, and they took great offense. The full story is here. Just a reminder that everything we say in the social media world is public, not private. I [...]
[...] Perhaps the following story justifies the existence of Twitter alone: http://www.davidhenderson.com/2009/01/21/key-online-influencer/ [...]
[...] How Not to be a Key Online Influencer | David Henderson – author, journalist (tags: business media twitter fail pr social) [...]
[...] tweet was considered a bit of a digital kick in the groin. Blogger David Henderson later broke the news that a FedEx employee following Andrews on Twitter ran the message up the corporate flagpole. FedEx [...]
Great article – the irony is great. Also great word cloud for Topics…
[...] doesn’t have to end in litigation of course but often the damage is already done as in this example from David Henderson. We have heard it before.. “think before you [...]
[...] most recent victim of a badly misjudged twitter update was a PR account executive called James Andrews from Ketchum in Atlanta, USA. On a recent trip to [...]
[...] Because the term “expert” sets you up for a fall; [...]
Holding your client and its values in contempt. Normal.
The client bothering to be reading about your stupid life. Unusual.
Dissing your client’s hometown in public? Priceless.
[...] “Social media consultants” I’ve had to block a fair few of these on twitter recently. I love it when PR firms show their [...]
You didn’t know that before now??
Sorry, thought the reply would be in sequence: was answering reddit.com/Jan 21.
Sure, it was a boneheaded move.
But damn!, Memphis *is* a silly place.
Mr. Henderson – This is my first visit to your site, and this post was quite provocative–but from a different angle than what you might expect. As I read your posting, I found myself less concerned with Mr. Andrew’s actions and more intrigued with your pursuit of the story. Forgive me if this information is elsewhere (or point me to the right page!), but I’m interested in your thoughts on the following questions.
–You developed this story by drawing on the newsgathering skills that you developed as a journalist, but it seems that you currently draw revenue from the communications consulting sphere–not unlike Ketchum. How do you balance those interests? Couldn’t they be seen as competing, particularly as you report on the same subject matter expertise that you sell?
–You note the difference in responses from FedEx and Ketchum and chastise Ketchum for their delayed response, noting that “from a journalist’s perspective…this lack of transparency and openness is troubling.” But are truly you functioning as a journalist in this role?
–Should Ketchum be obligated to offer transparency and openness on what might actually be classified as a client relations or personnel issue? What are the standards these days, particularly on issues that don’t directly impact the general public, taxpayers, shareholders, etc? How are companies tackling that issue?
–You’re independent–not currently active in a traditional news organization or a online journalistic venture such as HuffPo. How should corporate comms best prepare themselves to respond to bloggers? I would suspect that most don’t have a plan (or the resources) to provide interviews to every independently publishing individual. How should a company assess each conversation to determine an appropriate response?
Thanks in advance for giving these questions your consideration. Again, you’ve opened up some really interesting lines of thinking.
[...] will find a very thoughtful discussion of this issue on David Henderson’s blog post, “How Not to be a Key Online Influencer,” in which David explores the actions, reactions and responses of the players involved. [...]
Andrews unintentionally tossed himself under the bus for his client. It’s too bad that it was not planned as such but never-the-less, his actions set the stage for his client to look like gold.
Making your client look like a hero is generally a win in the PR game. The Fedex’s employee’s response to Andrews’ comment as well as their communications department’s response have done just that and elevated public opinion (or at least mine) of the Fedex company and it’s employees.
Lapse in judgment or brilliant PR move?
Andrew’s story has gained massive amounts of interest and momentum (the ultimate goal of social media, as it relates to marketing). One can not hear this story without then hearing the FedEx employee’s response and their communications department’s official statement. These both publicize the company’s employee loyalty, community involvement, and overall understating of the human nature aspect of social media. Kudos to FedEx!
In this particular case no harm was done, Andrew’s client looks better than they did before and a very strong social media lesson was learned.
Job well done?
Pam,
I am not sure whether you are really asking me to respond or are just using this forum to express your opinion, and in doing so, you are the one who is perpetuating awareness of the issue. I haven’t posted anything further for more than four days. However, I do know that countless other blogs are writing about the issue.
Hi, David – Thanks for your reply. I was genuinely asking for your opinion – you’re sitting in an interesting position at the intersection of traditional journalism and social media, and I’d appreciate your insights on how the two converge in your case. I’m trying to develop my opinion, not perpetuate issues (I’m honestly not sure what you’re referring to there!)
I just found your post today through the site of someone named Ed Lallo, who posted some information about you on his site and promoted it to IABC through LinkedIn. So I’m not aware of the other sites you referenced.
No hidden agenda here…just interested in a conversation about the direction of all of these things!
[...] Fedex Twitter flare up. I first saw this via Jeremiah, but it’s been widely written about (via David, and [...]
Pam,
I have written three extensive postings on this blog about this subject, and I believe that you will see the answers to your questions. I am raising questions about such things as an example of an online social media image crisis going unattended by a major PR firm, and a lack of accountability and transparency. I invite you to read all three pieces.
Hi, David, and thanks again, – In my first post, I acknowledged that you might have these covered somewhere on your site (and asked for directions to point in the right place if they were already there). Just thought I’d ask. Are there any readings in particular that you recommend on these topics?
Pam,
Just click Home above, and you will see the three posts, all from last week. I sincerely hope it adequately answers your questions. To be honest, I am about written-out on this issue.
Thanks, David – that’s really helpful. I promise not to bother you with any more questions! Will make for stimulating conversations with friends who read and friends who write. Thanks for the fuel!
Like you, Pam, I am just an observer. I dislike cyber-rumors, and simply did some checking to learn more. What I found was a bit more. Beyond that, I don’t have a dog in this fight, as they say. I am disappointed that both Ketchum and FedEx felt the need to blame Mr. Andrews, who simply made a mistake … the sort of mistake we all could make. Silence, however, will fuel the fire of rumor, and the subsequent silence is odd, especially in the PR business.
You are very right on those last points! It does seem to equate to an admission of guilt, shame, or bad practice. Thanks again for your replies.
Pam,
I appreciate you reading all my postings, and welcome further discussion.
David
i find this reaction unfair. maybe him saying “i would die here if i had to live here” was a little over dramatic, but he never said reasons why he wouldn’t want to live here. and why should anyone care that he wouldn’t want to live there? i don’t want to live anywhere in tennessee and i think i have the right to say that i don’t want to. and besides i’m sure these people have said “geez, i would hate to live here!”
give me a break. what happened to freedom of speech?
Hi,
Thanks for the article. I have followed the first 2 exchanges, but appreciate the rest of the story you provided. I’d love to download the e-book, but the link isn’t working. Thanks much!
David,
Sorry you encountered problem with the ebook download link. Whatever gremlin, it’s working now: http://www.mediasavvyleader.com/wp-content/uploads/MediaSavvy_InternetEra.pdf
Best,
David
No, no, see… Mr. Andrews was cleverly showing FedEx what NOT to do with social media. Yeah… that’s it…
[...] How not to be a key online influencer – posted January 21, 2009 [...]
[...] of straw, the wolf’s about to blow it all down. We know from David Henderson that FedEx has all but seen the light on social media. And metrica.net makes no bones about putting the social media trust-level at [...]
This is pretty ridiculous. What if he’d been from Memphis and typed the same message about New York City? How on earth can FedEx lay territorial ownership on Memphis to the degree that one man’s opinion on his ability to live/understand the environment is insulting? If anything, the PR community should be embarrassed that this even became an issue rather than one man not enjoying a town that a client is located in.
[...] other incident that caught my attention was the case of James Andrews (@keyinfluencer on Twitter). Here are the details. In short, this is what happened. James Andrews, from a company called Ketchum, in [...]
[...] this may have been an email from Fedex to Ketchum), after it was run up the Fedex flagpole. (via David, and [...]
[...] ett underbart inlägg på David Hendersons blogg. Det handlar om en senior PR-konsult på Ketchum, en av de ledande byråerna i USA, på väg till [...]
Another excellent example of what happens when PR folks make themselves the story instead of their clients.
Josh, My understanding is that Memphis pride is in the Fed Ex DNA. It doesn’t matter whether they overreacted or not (and I think they did). What matters is that someone representing a brand should understand that brand enough to understand their culture – and what may or may not be considered offensive to them. You wouldn’t walk into Domino’s wearing a NARAL shirt either.
[...] news correspondent and new media strategist David Henderson recently called out a public relations pro for exactly that. Henderson’s [...]
Wow… this is a really interesting thread although I have to admit that reading about the situation left me with a strange yucky feeling. I whole-heartedly agree with the poster who said: “If the best solution we can come up with is ‘Watch What You Say On-Line,’ then our creativity and our fate are at the mercy of the tools.”
So all of social media should be used for positioning and making sure we look good? It shouldn’t be a representation of the actual world where people have differing opinions, thoughts and beliefs? I love reading different people’s twitters about their days and their thoughts – regardless of what they do for a living and regardless of whether I agree with everything they say.
Fed Ex would rather he thought it but didn’t say it out loud? Smacks of censorship to me!
Wow! I’m floored by this story….Fedex is a very savvy company! Within 24 hours of DHL announcing major layoffs in Nov. 2008, I received an email from Fedex. In short, it said, “Fedex: We’ll pick up where DHL leaves off. If you’re concerned about the effect that DHL’s downsizing will have on your business, rest assured that FedEx will be there for you to deliver peace of mind.
I was amazed at their use of Fire & Motion.
Jared Lyda
http://www.fireandmotionblog.com
[...] Want to know how not to be an online influencer? Read this. [...]
[...] How Not to be a Key Influencer – One lapse of judgement on Twitter and suddenly your big news. The question remains, would it be news if not for the Twitter discussion that followed. [...]
[...] story about man who was flying to Memphis to “talk with the corporate communications people at [...]
Mr. Andrews is a genius. I heard that he called FedEx the day before and told them,
“Look, you can use social media to garner tons of free publicity that will not only make FedEx look good, but will help to build your brand as a company that is concerned with community values and social conditions. Really, with 25 words I can give you free advertising that will reach throughout the web. I’ll show you.”
The FedEx guys did not believe him, “OK, show us how.”
So Mr. Andrews laid out the plan,
“I’m going to send out a little tweet that pokes a little fun at your town……”
And so it went. He understands that people love to hear the mundane controversial stories. We are addicted to “fake” reality shows. When society is falling apart, we turn to unremarkable and uninteresting forms of news and entertainment. As the economy tanks while we are fighting two wars, we can’t get enough of the news that Tyson made some dolls that share the same names as the Obama kids. “No way, really? Oh my God, I can’t believe it”
And so it goes.
Aren’t we suppose to be professional communicators here! It is always better to be upfront and honest rather than running from the issue. This will only bring him more attention.