Wild world of MySpace

There has been a lot of talk recently about the massive potential and popularity of MySpace and the dangers for marketers entering the social networking scene.

And while companies are brainstorming strategies to reach the millions of teens that populate the site, they would be wise to pay attention to what is already being said. 

Below are just some of the companies represented by groups on MySpace and the number of registered members:

CityAmerican Eagle – 11082
Disney Cast Members – 5655
Cold Stone Creamery – 3150
Blockbuster Whores (their name, not mine) – 1685
Starbucks (private) – 1812
CVS – 1236
McDonalds – 1175
Chilis – 1136
Panera Bread Co. – 1063
Jamba Juice – 909
Barnes and Noble Minions and Employees – 834
Pizza Hut – 832

Overall, there are more than 16,000 groups under the category "Companies/Co-workers."

By now everyone is familiar with stories of companies firing employees for inappropriate blogging, and I have already advocated companies make clear their regulations involving employees' online behavior.

However, MySpace, which inlcudes a younger, edgier, more brash population and tone of conversation (boy do I feel old saying that) poses even more of a danger for many companies.

Last August, the Auto Club of Southern California fired 27 employees for postings made of MySpace that discussed the weight and appearance of colleagues.

The Cold Stone Creamery group proudly proclaims: "THIS IS A PLACE WHERE YOU CAN CHAT ABOUT THINGS YOU DON'T WANT THE OWNERS TO KNOW!!" Yet there is nothing to stop an owner from reading the posts in the public group.  The group contains a message board titled "hate  your job?" which list complaints about customers.

The Panera Bread Co. group has a message board discussing the grossiest things employees have found in the bathroom, hardly the type of advertising a company looks for.

However it is a Gap message board discussing a rumored Gap employee Playboy spread that is perhaps the most interesting. The seemingly innocent conversation quickly turns into a discussion about harrassment, free speech and employee rights.

This quote from one participant sums up the dillema facing many employees and companies:

"I'm a manager and I'm here because I want to be here, not that I'm necessarily "watching" or "monitoring" anything.

But the fact of the matter is that discussing other employees in a public forum regarding posing for nude photographs could be deemed sexual harassment. Its best that everyone plays it safe.

Oh, and there's been lots of rumors that companies are actually hirring people to literally monitor groups such as these. I actually know someone who was fired from hollister because of pictures on his myspace page. So maybe there are pepople monitoring the group...."

After scanning the message boards several things are clear:
1. Most of these employees are ignorant of the fact that they can be disciplined and/or fired for comments made on the internet

2. While many of these conversations do not reflect completely favorably on the companies, a large majority of employees are proud of their jobs, defensive of the companies they work for and actively want to reach out to their peers

3. As companies continue to explore options such as blogging and podcasting as ways to engage employees, they must recognize the increasing popularity and empowerment of consumer-generated media. As this pattern continues, the line between employee and consumer will continue to blur

Does your company know what is being said by your employees? And how would deal with the discussions?

 

 

---

Technorati Tags: MySpace, employee

Comments

[Robyn Tippins]

I'd be surprised if any HR people WEREN'T reading MySpace...