How to Use Twitter to Manage Your Reputation: The H&R Block Story

When someone questions the integrity of your work publicly, what do you do? In the recent case of H&R Block, they mobilized their workforce to post messages and images on twitter using the hashtag #IamHRBlock. It not only enhanced their reputation with customers and potential customers, it created a strong sense of unity among the employees.

It all started with a TV campaign by Turbo Tax talking portraying people at those "tax stores" as part timers who aren't tax professionals. In one it shows a plumber working under a sink. The home owner comes home and the plumber recognizes him – but the guy can't remember from where. Turns out the guy works tax time as a tax planner and the rest of the time as a plumber. The implication of these ads is that H&R Block type tax stores don't have real tax professionals on staff.

Very quickly, H&R Block responded in the tax pro voice on twitter using the #IamHRBlock hashtag. It started from the top with Henry Bloch, the CEO and Marketing Director sending out tweets, each with a picture of them holding a message about who they are and their experience, ending with the phrase "I am H&R Block."

If you go to the hashtag you'll see it has grown organically – with tax professionals all across the company from the top to those who are new to the company. And now they've started moving this campaign into more traditional media – including an open letter addressing H&R Block's commitment to professionalism and their people that has appeared in the newspaper.

Below are some more of the pictures that were tweeted out from employees in this campaign. You can click on the pictures to see them larger. All in all, it is a good use of social media to rally the troops and defend your company's reputation. Hat's off to H&R Block for quick thinking and a sound social reputation management strategy.