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a case study from Blogwell NYC...
...Last month, Dow Chemical’s Abby Klanecky spoke at Blogwell NYC about developing its in-house scientists into well-respected social voices (check out the play-by-play on SocialMedia.Org). The decision to turn to its scientists came after the company realized that while the nation’s unemployment rate is hovering between eight and 10 percent, there are still 1-2 million open jobs in science – yet only 26 percent of the country is currently qualified for these positions.
By building social awareness about the opportunities within science, Dow Chemical could help secure their future as a home for the top talent in the industry, as well as encourage a younger generation to explore opportunities within the field.
While the concept of turning scientists into socially savvy advocates seemed like a great solution, the reality of taking these traditionally internal professionals with minimal social knowledge and turning them into ambassadors for the brand presented several challenges....
[A unique social advocacy strategy seems to be paying dividends for Dow ~ Jeff]
