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BlueGrace’s Social Media Ambassadors

More companies are turning to the true last frontier of social-media use in business: allowing employees to leverage social media …

More companies are turning to the true last frontier of social-media use in business: allowing employees to leverage social media on behalf of the company. BlueGrace Logistics, for instance, encourages all 160 staffers at its $150-million Riverview, Florida-based company to use LinkedIn, Facebook, Twitter and other social media to talk about the company and its services and to mingle such communications with personal news and observations with fellow employees, as well as with clients and potential customers. “We treat adults like adults,” says Bobby Harris, CEO of the transportation and logistics consulting company. “They can tweet or get on LinkedIn or whatever while they’re here. It keeps them connected with the outside world; but more important, it’s the best way to communicate inside the organization and you can’t place a big enough value on that.”

Plus, Harris said, many of the highest-quality employees these days “want to have access to social media while they’re at work. It helps us recruit these people. That’s one reason we do social media so heavily.”

Harris himself tweets continually. “I get to know my people,” he says. “People ask how you can have a personal relationship with a whole company as a CEO and that’s how.”Do customers mind, given that they occasionally will get to see BlueGrace’s dirty laundry? “They’re not only happy with us, but they remain our customers,” Harris reports. “There’s no way to get stickier with a customer than to get them communicating with you on social media.”

About dale buss

dale buss
Dale Buss is a long-time contributor to Chief Executive, Forbes, The Wall Street Journal and other top-flight business publications. He lives in Michigan.