An Underutilized Blogger

Will Somerset would be wise to go against his original instincts and keep Glove Girl as part of Lancaster-Webb. Outside of the marketing scheme of Lancaster-Webb, Glove Girl has made a name for herself and established her blog as a top source for industry information. However, she has shown tendencies to be disobedient and highly controversial. The potential positive impact of her blog should be valued over its negative aspects and her blog should be eased into the marking strategy of Lancaster-Webb. The company should establish loose boundaries to protect the company, but not too strict so the blog can keep its personal feeling.

Implementing Glove Girl’s blog as an informal part of Lancaster-Webb’s marketing strategy would provide an international, free, high traffic, interactive advertisement. She has great experience in the medical world and that she can hold her own with top industry professionals. Her blog is too valuable to dismiss, as seen by her promotion of the SteriTouch gloves and the subsequent boost in sales. Also, her high organic Google ranking is priceless. This high profile advertisement on Google has unlimited potential for network possibilities and most importantly, new sales.

The only way this can work, though, is if her blog is more in sync with the company’s objectives. Her past disobedience on controversial subjects has been recorded and can obviously be very costly to the company, which is likely the case with the Houston Clinic. The misinformation put out on her blog about C-sections was simply unacceptable, but such missteps can be avoided in the future with a closer relationship between Glove Girl and Lancaster-Webb.

To simply fire Glove Girl would be an incredible waste of resources. Her informal blog has already given Lancaster-Webb an advantage to some clients. Hopefully the blog can be retooled in an attempt to avoid complications with potential clients in the future and provide nothing but a positive experience for the readers, its author, and the company behind it.