A week ago, my friend Michael Rubin alerted me to a CNNMoney.com/Fortune article that rubbed him the wrong way. I and many others who cover social media had the same reaction to “Building your brand (and keeping your job).” Not only did the article seem unfair to Scott Monty, a marketing leader who has been widely recognized for the good work he’s done at Ford Motor Co., but the author focuses a great deal of criticism on the actions of employees whose social media activities ran afoul of their employers rather than considering how those employers might have benefited from a different approach and attitude.
At the core of the article is an accurate and interesting conflict, which Jerry Wilson of Coca-Cola describes well: "The personal branding process can create stress within a corporation. People will see if you are merely trying to advance your own career, as opposed to contributing to the success of the organization." This conflict is one that will evolve in the years to come as social media continues to change the way we communicate, form relationships, foster corporate culture and manage our careers. But rather than explore this conflict in any interesting way, the article dumps on social media-savvy employees.